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That's probably a failed driver IC.
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All 16 rows on the left side terminate along the top left edge of the LCD. The row in question would be right below the top right twist tab as seen from the back.
If it isn't a contact issue, it is either a failed driver row on the IC or a failed lead frame bond on the die. FWIW, I've found that mechanical failures of the lead frame out-number electrical die failures about ten to one. That said, that element lands pretty much dead center on the right edge of the die so I'd be inclined to think it is electrical, not mechanical.