You will want a calibration disc for films but for gaming I find its best to adjust it further more, also gaming modes usually look like crap with far too much contrast and its easy to set up your own and still get the same response time.
Rough idea of samsung settings though is usually:
Contrast 75-80
brightness 55-60
colour 50
sharpness I think 15 ish, you should be able to have it at zero a lot of people say but I find the little extra looks nice ^_^.
Colour tone normal for gaming, warm for films but again for films you will want to calibrate it properly (even if you only use the THX set up that comes with star wars movies or something).
That is a general starting area because room lighting and just your own taste effect the out come, leave off effects like dynamic contrast and motion plus for gaming and if you have the option enable the lower black levels 8).
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