the magnetic field generated by the coil is somewhat HUGE, compared to the earth's
but the field since it's magnetic drops off at 1/r^2 where r is the distance from the origin of the field.
so, when it's close to the screen, the coils realign the magnetic field which has altered the color of the screen...
but when it moves away, the field generated by the coil is uniform, because it is a "field" so after several feet, the color becomes normal and then the power to the coil is cut off.