To provide a display rack system which can perform an effective sales promotion.

This display rack system includes a plurality of display racks 301 and a display controlling apparatus 201. In this case, the display rack 301 has a mounting section 391, a screen 321, a projector 381, and an optical system 351. On the mounting section 391, a commodity can be mounted. The screen 321 displays a display image which is projected from the rear surface side on the front surface. The projector 381 projects the display image conforming to input display image data. The optical system 351 guides the display image which has been projected from the projector 381 to the rear surface side of the screen 321. The display controlling apparatus 201 has a first information processing section 241, and a first communication section 251 which realizes the data input to the projector 381. For the display controlling apparatus 201, the first information processing section 241 reads the display image data from a display image storage region 261, and the read display image data are input in the projector 381. Also, the input display image data to the projector 381 is switched from schedule data which are stored in a schedule storage region 271.