You may have seen these animated display cases in some toy stores before. I had the opportunity to meet some of them at JouéClub on the Hero Factory and Ninjago themes recently.
For those unfamiliar with it, here's a YouTube video showcasing a rather spectacular display of sets 9488 ARC Trooper & Commando Droid Battle Pack and 9491 Geonosian Cannon, onto which a very well-executed animation is projected. The whole thing is truly impressive when you first see the display case. This feat is made possible by a system of mirrors integrated into the case.
Attention, for the youngest readers of the blog: These effects are not reproducible with the sets concerned. This is an advertising animation.
