This is a great project we completed in Houston, TX.  During the week this restaurant is fine dining, but on the weekends the owners wanted to be able to show sport events.  To conceal the TVs' during the week we used recessed mounts that go completely up into the ceiling.  The mounts sit flush with the ceiling when not in use and are completely unnoticeable.  Then, with a button press, they can be lowered down into the bar area of the restaurant to display two 42in Sony LCDs.  This installation turned out stunning.