Projector n00b - what should I look for in a screen?

[cinemaphile]

Finally getting my projector - Epson 3010 - and now have to figure out what screen to get.

Let's pretend for a minute that I don't have the slightest clue about things like gain or fabric types or anything... okay, we don't have to pretend. I don't know anything...

I'm looking at around 100", maybe up to 110. I was mainly thinking of a pull down screen, so I could keep a regular TV on the wall behind it for watching things like tv shows that dont need the big screen (and save bulb life). But I am not completely opposed to a fixed frame one if it has advantages I don't know about. I'm hoping to keep it under $200.
I've also seen threads on DIY screens, and might consider that, but I would have no clue what material to use for the screen.

I've read the 3010 is bright - almost too bright - and so it's wise to use a screen that won't make that even worse. Is this what gain is about?

Anyway, I guess what I'm asking is - what should I look for? Specifications? What material? White vs. Grey? What companies are the best or ones to avoid? Or even better, do you have specific recommendations?