samhallett:
you've hit the nail on the head I want it to actuate the entire time someone is in the room at a constant intensity regardless of the number of people (unless that number is 0) , sorry that took so long to get out.
And to think I don't "get" art. lol 
ok, so on with it... the problem is to count people coming into the room. But with a simple IR break-beam, you wouldn't know whether someone just left or if another came in. So, you need to sense the direction of travel through the doorway as well. From outside to inside, add one person. From inside to outside, subtract one person. When everyone has left the room, you will be left with zero.
Another problem with any system (especially with just sonar) is that if two people enter the room at the same time and get counted as one, and only one leaves, your counter will be left thinking there is nobody in the room. Same problem if two people leave at the same time, you will lose track of your counter.
The easiest method of course, is to control your environment. Instead of pinching the doorway, what about simple barriers like rope barrier for the first 10 feet or so that control entering and exiting paths?
A PIR sensor would be the next simplest method. They really are very sensitive and will detect the slightest of movements. Get the type with the round dome.
Sonar would probably be very difficult as it only senses the distance of something, not what it is. It will reflect off of everything. However, if you have a limited point where people would stand to view the art, you could simply watch for an object in that area. Multiple sonars are really not going to be any different than just using a PIR sensor as you are going to detecting movement that way (unless you plan on building a sonar imager.)
A kinex would work great for this. Very complex.
Or.... what is one thing most people have? Eyes! And most people have 2. What about a properly arranged IR light pointing out directly from your projection screen? Eyes reflect IR light very brightly (think redeye.) A camera meant to filter out visible light could count these points of light. Or really, just sense that at least two dots of the general spacing of eyeballs is present. Since your viewer will be looking AT your art (most likely) it is just like what causes red-eye in photos (when someone looks at the flash instead of the lens.) That's a bit complex, but easier than a kinex. And you do not need very high resolution (in fact the lower the better.)
Finally, that gives you the added bonus of not wearing away the image if the person is not actively looking at your art.