Is "projector paint" for walls worth the extra expense? Also, what is a good paint?

[Swish]

I just bought a Sanyo PLV-Z60 720p LCD projector. I have it set up with a 16' throw distance which is basically the length of my room. I am new to this, so I have not done any calibration except really using the focus ring. I am running a BD player through it.

So, any recommendations for a paint? I heard that Behr's Ultra Pure White in a Matte finish is good. But then I saw this paint:

http://www.paintonscreen.com/

and I was wondering if it would be a big difference. The downside is that it costs $180 per gallon.

Any advice would be much appreciated. I am pretty much flying blind here. Thank you !!

...that you must be very careful with this process or you can end up with a mess. $180 per gallon is peanuts compared to a screen. We're going to get a projector in the near future after we move and I discussed the screen versus paint with him. He strongly suggested I hire a professional who has good references. I'm sure a few others may chime in, but as I said, my son is a real geek with this stuff, and he's 26, not 12 if you were wondering.

I did some research on the net and found a really cool story about a guy who went the special paint route, and this has a wealth of information and confirms pretty much all the things my son warned me about. Go here and check it out, and be sure to click on Parts II and III. They really give you all the details so you can do the job right if you're going to tackle it yourself.