Experts recommend turning off some of the extra bells and whistles such as "motion smoothing" and "noise reduction" as these can make everything look like it was just shot on video i.e. nothing like the real movie experience. Make sure that you have the 24p option turned on if it is available. That again helps with the movie experience ' displaying the BD movie at the same frame rate as it was shot at. Generally speaking, picture settings such as "vivid" make the colours far too vivid. I find I get a better picture with the contrast up to about 2/3rds brightness below half way and the colour where you think it looks most natural. I really like Samsung and I´m on my 2nd Plasma set from them.
Hope that helps!