<p>A matrix display reduces the current quantity at some instant. Display cells of the matrix display device are spatially grouped into at least two blocks. A subfield in a plurality of subfields can be temporally divided into at least two sub-subfields of the same number as that of the blocks. During the address period of the sub-subfields, a voltage is applied to an electrode so that a cell in the group corresponding to the sub-subfields is selected.</p>
