Yes, the finish is just a normal matte. Its not shiny like gloss. I dont feel the need to make it any brighter. My projector is bright enough - I usually watch with a light on low in the rear of the room to make it easier on the eyes. I would just descirbe it as a normal matte color. I bought a gallon because I wanted to paint two walls with it for a more artsy look to the room. I have a fairly large room at 25'x18' with vaulted ceilings, so I had quite an area to cover. I project on the 25' side. I put a single thick coat on and the gallon is just over half gone. Unlike some others, I actually really like the grey color on the walls, so does the wife. I would describe it as a blue-grey, not green.
I only buy sherwin williams paint, so I was really happy to see that their grey was well reviewed. Its a great mix, and close to their superpaint (my favorite). It will shrink a bit and allow blank areas to show, so expect to do a second coat after its fully dry, or go over the bare areas with a brush. If you really glop it on with a 1/2" nap, you can get away with one coat at the negative of a slightly bumpier surface. I used a 1/4" nap mini roller and did 1/2 overlapping stripes for an even surface on the area the projector would project onto - did I need to, probably not, I cant even see a 2" drip of paint that was on the wall from the previous owner that is almost dead center on my image, so I doubt rippley paint will affect the picture much, if at all.
I have very few blank areas after this one coat. I'll probably just touch up with a brush tomorrow and call it done. I'm all about low effort and frankly, even with my offwhite wall underneath, even when looking for them, I cant see the bare spots from my seating position, especially when the projector is on, so even if I didnt do a second coat, it still looks great. Its really easy to get anal about this stuff, but my time is precious, so I am fine with that 80% "there." The screen is good enough for me now to not want to do anything further.
I know people can mix the paint with other forumlas, but I just not that "into" it. I just want a quick solution that looks great, and I can definitely recommend this quick coat of grey screen for anyone using a white or near white wall, it DOES make a difference. Oh, and I am surpirsed people complain about the price. You've spent thousands on your gear, and you cant spend $30 more to make it look good?!
Anyway, I'm really happy with it.
I added some pics to this link below. Note that my camera seemed to make everything much brighter than it appears on the wall. Sorry for the blurryness. I dont know if it was my camera, or the pause auction on my equipment not being that great. Colors are also a bit off, but you get the idea: