In a room that goes properly dark, an ALR screen is the wrong purchase: it costs more, it narrows the viewing cone, and the light it rejects is light that is not there. Matte white at around 1.0 to 1.3 gain is what dedicated home theaters use, and it is what the projectors in this catalog with the highest native contrast are designed around.
The rule of thumb that holds up: control the room first, because it is free. Close the blinds, kill the reflective surfaces opposite the screen, paint the ceiling above the screen something dark. Buy the ALR screen for the light you genuinely cannot get rid of.