In other words, we are looking at a drive-in movie theater, save for the fact that this particular theater is meant only for those who sit within the car. Outsiders will only be able to look on in envy, and this would come in handy only when the car is fully autonomous so that you can check out the latest movies or even live TV that is being projected while you are being ferried through algorithms to your office or destination.
The roll-down screen will deploy from the top of the windshield, where images are shown from a ceiling-mounted projector. Of course, this is the possible next step in evolution for in-vehicle entertainment systems, as right now, dashboard displays or the center console display would do their jobs perfectly fine, while screens embedded into headrests for the rear passengers are pretty adequate, too.