I think it all depends on what the customer is paying for. If you charge for the presentation in your original fees, then it's super easy to justify.
From personal expertise, in another creative arena, there are folks who are happy pay more for a better "show". For example, I have had several professional peers ask me why I do 3-D renderings for every project, no matter how small. The simple answer is because I expect the customer to pay for my skills, which are substantial, and I have had so many stop and say "WOW! That's exactly what I wanted!" on the 3-D and then skip everything else and go straight to the approval.
So, the moral of the story is that presentation is EVERYTHING. If your presentation is excellent, you should be able to discreetly (or even better, invisibly) charge for the time and effort of the presentation in the original contract. It IS an excellent value to the customer, especially in the context of emotional impact. The people I like to work with love the presentation, because they get maximum understanding in the shortest amount of time.
The big screen, and the sappy music (think Beach Boys or Beatles), might just enable you to double your asking price for the resulting referral jobs. If it is not overdone, and tasteful, people absolutely love that stuff. I know that I do. I would say "WOW" and tell all of my friends about it. Cost is almost always a secondary issue when you really WANT something.
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