We fabricated a photoluminescent cholesteric liquid crystal (PL-CLC) cell for a display application that can be used to display high-quality moving pictures under all ambient conditions including dark and sunlit conditions. The PL-CLC cell is switchable between the reflective mode under bright conditions and the emissive mode in the dark. The effective reflectance of the PL-CLC is higher than that of a conventional CLC device by more than 30%, and the contrast ratios were approximately 10 and 7 in the reflective and emissive modes, respectively. We directly compared the proposed PL-CLC cell with conventional LCD and CLC cells under sunlit, office, and dark environments and confirmed that the PL-CLC cell exhibited superior visibility under all ambient conditions.