Some handy BD info from AVF:
If you type in 7669 then enter on the title screen of any sony blu ray, it will open up 4 calibration screens for you to use.
*The first step for calibration is to set your TV to the "Pro" or "Movie" mode, and turn the color temperature to "Warm" or "Low". This will approximate your grayscale to a reasonably close approximation which is needed to ensure that you see what the director intended.*
The first screen is your basic SMPTE color bar pattern. You should have a blue filter, available from "Digital Video Essentials" or AVIA, or as the THX Blue Glasses available from THX.com for a couple bucks.
On that screen, with your blue filter, adjust with your "Color" or "Saturation" control so that the two outer bars (white and blue) are the same shade. Then, adjusting with the "Tint" control on your TV, make sure the two inner bars (cyan and magenta) are the same shade. This should correct your colors.
On the bottom right of that screen, raise your "Brightness" setting until you can see three black bars. Then lower your brightness until you can just barely see the far right bar (the intensities are -2% black, video black, +2% black).
On the next screen, with the funky designs, turn off all image enhancers on your display (names like "Detail Enhancer" or similar) and lower your "Sharpness" control until you no longer see "ringing" or halos around the solid black lines that are vertical and horizontal around the center pattern. You also don't want to see distortion in the circular patterns (you can then add back any "enhancements" you see fit that don't change those patterns and bars).
The grayscale screen from black to white (going left to right) should be even, and you don't want to overcrush your whites, so lower the "Contrast" setting until the whites turn gray, and then up it until they are white, but not so white as to eliminate the grayscale transitions.
The crosshatch pattern just checks the geometry and convergence. You want equal spacing on top and bottom and left and right (likely only adjustable in the service menu of your display) as well as the lines to be white. If the lines have a magenta/green or some other color on the edges, your convergence is off slightly (again, likely fixable only in the service menu). Some displays do have these controls accessible, usually in a sort of "Auto Convergence" setting.
Hope this helps! Note that the settings will only be for that resolution (i.e. 1080p) so if you view a 720p game, the settings might not match up exactly.