ITunes 7 movie playback too bright!

So I bought some movies from the iTunes store for the first time ever and double clicked them in iTunes. They started playing, but I noticed that the brightness of the videos is much higher than when I play them in Quicktime. For example, when playing a video in iTunes the blacks are almost gray, while playing it Quicktime the blacks were very dark as they should be. Why is the video playback in iTunes of lesser quality than in Quicktime? I'd like to play my movies directly in iTunes, but I also want decent playback, so now I have to revert to Quicktime all the time which isn't very convenient.
Any explanation or solution would be appreciated, thanks!
-Pieter
  Mac OS X (10.4.7)  

I actually have oppisite problem. The screen is too dark. I am sending the output to the HDMI input on a Toshiba LCD screen. Adjusting the TV brightness does not help. Calibrating the display does not work either. As soon as the movie starts it seem to revert to a default setting.
Any ideas?
Mac Mini $ Mac Book Pro   Mac OS X (10.4.8)  

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