As technology improves, prices drop, and home viewing options increase, big-screen televisions are getting bigger and better and more in demand. They’re joined by a slew of state-of-the-art features such as movie theater-quality sound systems and high-tech projection capability, as well as a camouflaged approach to installation.

“Televisions are bigger, thinner, cooler, better and brighter than ever,” said Kevin Luskin, owner of the Big Screen Store in Towson, Md. “They are not intrusive. They can go anywhere.”

Seventy-inch televisions are now frequently purchased for bedrooms, according to Luskin.

Recently there has been a push to better incorporate these huge televisions and projectors into existing home decor.

With the touch of a button, screens – sometimes exceeding 70 inches – drop from the ceiling. In some homes, flat-screen televisions have taken the place of large paintings on walls. And accessories such as speakers are now built to blend into the room as opposed to being a focal point.

“My family room looks like a normal family room,” said Brian Hudkins, president of Gramophone, which has showrooms in Columbia and Timonium, Md. “When we want to watch a movie, we push a button, the screen comes down and we have a 100-inch projector screen with surround sound.”

Hudkins calls the new approach “stealth installation.” “The technology disappears,” he said.

Hudkins sees a growing trend of placing large televisions throughout the house.

“We are seeing people putting larger and larger TVs in what have been considered secondary rooms,” said Hudkins, who started to observe a surge in bigger screens several years ago. “We’re regularly getting people putting 65-70-inch TVs in bedrooms.”

A decrease in prices has been accompanied by an increase in quality, retailers say.

“The quality of the picture is getting better and better,” Hudkins said. “As a result, screens can get bigger and the picture quality has gotten better.”

Packages can run anywhere from $2,000 for a 65-inch television with “smart” features to just over $10,000 for a 120-inch screen, state-of-the-art projector and top-quality surround sound, according to Hudkins.

As television manufacturers have battled one another, prices have “trailed down,” which has increased the affordability of the product, according to Luskin.

“In the next year you are going to see a greater volume of big-screen televisions and projectors, which will bring down prices,” he said.