How to get a theaterlike picture from your HDTV

It's not the HDTV's fault.

Manufacturers adjust the sets at the factory to stand out on the showroom floor next to hundreds of televisions mounted under harsh fluorescent lighting. Bring that same picture into your home with eyeball-piercing brightness and none of the detail and color richness of a properly calibrated set and you're missing out on true theater-like HD.

Source:
http://articles.courant.com/2010-09-24/business/hc-hunt--tech-hdtv-picture-20100924_1_imaging-science-foundation-test-disc-picture-settings