Rear projection simply utilizes a rear projection screen. You would ceiling mount the projector, just as you are currently planning on, but instead of it being in front of the screen, and reflecting off of it, you would mount it BEHIND the screen and it would basically project through it.
You need a rear projection screen - DaLite offers motorized rear projection screens which work well. It may be a lot easier to keep ambient light off the rear of the screen which will increase contrast, and the light shining straight through the rear projection screen is a great way to increase brightness to the audience.
Gain is a measure of how much light is directed back at specific angles to viewers. A plain white wall should disperse light evenly and have fully viewing angle of 180 degrees side to side and top to bottom. There would be no hot spots and no areas that get more light reflected back towards them.
As screens add optical coatings, like beaded glass - it reflects the light back at specific angles towards the audience. Glass beads, in particular, reflect directly back towards the projector, which is a serious issue if the projector is mounted high and the audience is low. The gain of 3.2 (or whatever) is only achieved within a limited angle. As you move towards the edge of that angle, gain falls to 1.0 - then outside of the angle, it will drop below 1.0 and people will receive LESS light then they would with just a plain white wall. 60 degrees off (edge seats, or way under the projector angle) may receive less than half the light the projector is capable of delivering to them.
I am not a fan of glass beads under most circumstances - especially in commercial environments due to the specific angle they reflect light. If you are pointing the projector down, then a NON beaded screen may give you a 2.0 gain, but actually put that 2.0 gain on a path out towards the audience instead of back at the projector which will give more people a better image and won't be nearly as limiting as the beaded screen would be.
Once again - just my 2 cents on the question.