Building off the rebus-y component of @Deusovi's answer, I think that by moving just 4 matchsticks it's possible to produce something that looks like this:
But hang on, aren't there a lot fewer matches on the table now? Yes, indeed. Because...
Let's start with the top right as it's easiest. There are 9 square pictures with red borders that work to generate
This is a
Moving to the top left:
I struggled with this one for a while, but kept coming back to the title. It's all about position. After trying many different things, I came back to one of my earlier thoughts. What if the ...
Partial Answer: At this point, I've spent more time on this than I care to admit, so I leave it to the community to complete the solve. 🙃
I overlaid the images together to reveal:
This provides us with 15 letters:
However, I've been unable to proceed further. Some of the things I've looked into so far (perhaps incorrectly):
I'm also including ...