You preferably want to run it in a mode with a lower brightness than dynamic, especially if you are gaming on it initially. Normal or Cinema will be good for this, chosing one based on what you think looks good.
I haven't had my professionally calibrated, but I ran some calibration images on my PC in dynamic mode and changed it to what I felt looked correct. My results were extremely close to Cinema, and from reading posts on avsforum the Cinema mode (which is THX certified on the US models) is apparently close enough if you are too lazy or cheap (like me..on both accounts) to get it professionally calibrated.
That said, some people feel that the Cinema mode looks a little washed out. To me normal basically looks the same, but less washed out so feel free to go with whatever you like. You can calibrate the screen for each input, so if you'd prefer brighter games and more natural looking TV, you can set these independently.
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