The subject matter disclosed herein relates to reduction of effective voltage drops within pixels in active matrix displays such as electrowetting display devices. The electrowetting display device comprises a plurality of pixel areas, wherein each pixel area comprises a hydrophobic surface, a first fluid and a second fluid on the hydrophobic surface, wherein the first fluid is immiscible with the second fluid, and a pixel electrode under the hydrophobic surface, wherein the pixel electrode has a substantially U-shape. A thin film transistor is coupled to the pixel electrode and a voltage source. Voltage via the thin film transistor and the voltage source applied to the hydrophobic surface via the pixel electrode causes the hydrophobic surface to become more hydrophobilic to thereby move the second fluid onto the hydrophobic surface to thereby substantially displace the first fluid on the hydrophobic surface.