Italian designer Matteo Ragni has developed the Fly Shelf with Integrated Projection Screen. It's a screen for your projector that hides in a bookshelf. The size shown is about 67" wide, so you're not going to get any super big-screen action, but the idea is great. A 10 foot bookshelf might look weird though. Of course, anything would probably look better than my current hidden projection screen. Which is a Dukes of Hazzard bedsheet I keep under the couch. That the cats pee on.
Movie Screen Hides In Your Bookshelf [gizmodo]