OK, please tell me you don't have drywall in yet. Please Please Please don't have drywall in yet. I'm going to work off the assumption that you don't. If you do, then all of the below changes.
Go projector if (AND ONLY IF) you have an easy way to hide the light during the day. Unless you're willing to drop $4-5k on a nice diamond screen it WILL washout in high sunlight areas. Even with the fancy screen, you'll have some washout. You're going to want a high lumen projector as well to help with that. With that said, VERY large screens are easily made with a project. My best friend has a 128in screen in his living room using a projector. He sits about 12-15ft away and it looks GIANT......ut we have to close all the draperies in front of the windows when we want to watch. I have a 55in mounted on the wall above my stairwell to the basement (12ft ceilings as well), and can watch with all the windows open on a sunny day with only minor glare. I'll be moving to a 75in here soon as we're now about 14ft away from the TV and it feels a little small. Saw a 90in Samsung 4k display at Sams last week. Almost brought it home with me. I think it was $1,700. The projector will be more $/in of screen than a regular display will.
Consider what you are watching, and where the sources and output are. You want to either place pathways (conduit/etc) into the walls NOW, or hardwire into the walls now. Sources are things like cable boxes, BluRay Players, ROku's Fire Sticks/etc. Outputs are both video and audio. You'll need to run outputs to the device making the picture, and you'll want signal wires ran to speakers/soundbar etc. One of the best things I did when we built our house was install a cable chase between the attic space and the furnace room. It's a simple 2in PVC pipe in a wall that joins the two spaces. I've already used it 3-4 times in the few years we've lived here. put your pathways in NOW before drywall goes in, and take a TON of pictures of it while you're doing it. Those reference pictures and pathways will save you so much headache in the future if you need to run something new.
Here is the VERY simple pathway I put in. This is standing on the 1st floor looking into the attic space above (before drywall)
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This is the view from the basement furnace room. It's seriously nothing fancy at all.
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You should also consider sound while in this phase of planning. Is a soundbar under the TV with a bluetooth sub enough for you? Do you want a nice 5.1 or 7.2 surround setup? How much is enough. For the wife and I, in the main living space, a simple soundbar is plenty. We'll be adding a "theater system" to the basement in the future. I suggest a sound bar at the bare minimum. I think our's was like $150 during black Friday, and it looks very nice under the TV. It sounds good enough that watching a movie isn't disappointing, but it's not a concert hall reproduction either. Buddy I mentioned above has an in-wall 7.2 setup with his giant screen. Movies and sporting events are AMAZING to watch there, but the equipment is obvious, and a bit overkill for watching something like the evening news, or your basic sit-com.
Here's our "daily driver" setup at home. It's a 55in Samsung with a Samsung sound bar under it. Bluetooth subwoofer sits just to the right of that table in the foreground. Getting all the wires in the wall was KEY to making it look presentable. The lighting in this pic is terrible, and I can take a better pic tonight if you're interested. Overall, it's a great, inexpensive, and simple setup. Hopefully that will jump to a 75in in the near future, as you can tell it looks a little small in that placement.
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The big thing IMO is to find a system that s right for you. If you are an audiophile and 4k enthusiast, my daily driver setup is NOT for you. If you're just unwinding for a bit at the end of the day, or watching the occasional movie with the kids, it might fit you well. I used to think you had to have a 5.1 with in wall speakers to really have anything worthwhile. Not anymore. It's neat to have, but not really value add on a day to day basis.
I used to do a good number of high end installations for both commercial and residential applications, so I've got experience planning the install, both in a finished and an new construction space. I'm not great at component selection, and am somewhat out of touch on the state of the art though. Had a couple guys in the office that would always do that part for me once I had the customers I/O figured out. Be glad to help where I can.
