Public displays are becoming a common sight in the urban landscape and they are increasingly being equipped with interaction components such as touch screens. In addition, the Web and its set of enabling technologies are attractive for realizing applications for public displays. We argue that to develop multi-application public displays, then services generally need to be easy to develop, robust, and be easy to deploy and maintain. In this position paper we present a virtual machinebased Web application platform, for decentralized deployment of interactive services on heterogeneous public displays, which satisfies the aforementioned requirements. We also report on some usage experiences of utilizing the platform in a network of large public displays, which we have deployed in a mid-size city.