Maybe you could use an LCD like randy did but lie it in the space of the marquee and use a couple of mirrors to display image? Might need to somehow tweak for disortion.. Basically set the mirrors like some sort of periscope arrangement.
The reason a periscope presents an image to your eye is because there are a ton of precision optics in the tube to make it happen.  Otherwise, all you would see is a tiny dot of light far, far away.
Same  principles apply here.  If you use a "fold mirror", you will increase the apparent distance of the image by a good measure, making it look like it was sunk way back into the box.  It will also cut your viewing angles accordingly.  Think about a space invaders cabinet where it looked like the playfield was literally on the back inside wall of the cabinet.
He won a mamey for it 
Thanks guys.  When did that happen?  Better yet, with Drew on the panel, 
how did it happen? 

RandyT