This paper presents a comprehensive discussion about past, present and future research focused on air curtain performance optimization. The past reserach mostly relies on simplified analytical solutions for jets. The present approach takes a more comprehensive step toward understanding and quantification of all major parameters that affect the air curtain flow field by utilization of modern analytical/computational and experimental techniques. The goal of future work is a systematic approach to map optimum air curtain performance as a function of the major design parameters. This approach would be independent of any particular display case design specifics and should be useful to all display case manufacturers.