Here are the results of our calibration of the picture for our review of the Sony XBR65X930C. You can apply these settings for every usage (movies, TV shows, sports). For gaming, though, start with game mode and then copy the rest of the settings. This will give you lower input lag.
You can increase 'Brightness' as much as you want, depending on the amount of light in your room. It won't mess with the calibration. It is the equivalent of the 'Backlight' setting on other TVs.
'Black Level' is the equivalent of 'Brightness' for other TVs. 'Auto Local Dimming' and 'X-tended Dynamic Range' are the local dimming and HDR features respectively. See the Q&A of our review of the Sony XBR-65X930C for more details.
For this tab, everything is good by default under Movie mode. You might want to turn on 'Digital noise reduction' though for DVDs and other lower resolution content.
These settings control how the motion looks on the Sony X930C. See the Q&A of our full review for pictures of different values. In short, if you like the soap opera effect, set 'Motionflow' to smooth. 'Motionflow' to 'True Cinema' is recommended for movies if you don't want that effect. It also gets rid of judder.
The 'Color space' setting controls the color gamut. We calibrated for Rec.709, but if you want the wider gamut, set it to 'BT.2020' instead.