I've got it installed to replace the old frontrow.
Rename the AppleTV's Finder.app to Front Row.app
Get inside Contents/MacOS/
Rename Finder to Front Row
Get inside Contents/
Open Info.plist and change <string>Finder</string> to <string>Front Row</string>
Now go inside /System/Library/CoreServices/ and replace the old Front Row by this new moded.
Repair permissions and reboot.
You can now use the Apple Remote menu button to call the AppleTV's Front Row !
Got to find a way to quit it without ssh/killing the Front Row process from another computer.