Before a recent tour of the stadium, Mr. Jones said he’d use the screens on the field to give fans a look at the action behind the scenes. They might show a player going in for X-rays after an injury.

“We can tell the whole story for them right there,” he said.

Mr. Jones also expects the massive screens to command both constant attention from fans and substantial premiums from advertisers.

“They can’t turn away, so you can hammer them with your message,” Mr. Jones said.

The mega-monitors will certainly be the most visible technology at the new stadium, but fans will see other innovations everywhere they look.

The translucent fabric of the retractable dome, for example, will act more like a parasol than a roof.

It will block the rain. It will filter the brutal August sun. But even under the dome, fans will feel like they’re outside, particularly when the Cowboys open the massive gates behind both end zones.

Indeed, with the sophisticated computerized coordination among roof, gates, fans and climate control, the stadium interior should usually feel like a shady porch on a breezy day.

When extreme heat or cold makes such illusions impossible, the team will seal off the outside and manufacture a pleasant climate.