The gimmicks associated with screens are astounding. The use of a curved screen without a proper lens designed for curved screens, the use of micro bezels when the bezels are there for a reason, the use of bias lighting, which ends up diminishing contrast and distracts from the on-screen image.
There is very little about these things that make sense for the proper home theater installation.
Best results are obtained with a dark room. Dark ceilings, dark walls, dark carpet. Treat the room properly, then a great white screen will give the best results.
The best additions, IMO, are masking systems, or if budget and room size allows, a good 2.35 setup with an anamorphic lens. Even going curved screen at that point can make a ton of sense.