The HU85LA beat its brightness claim. True, by only a small fraction, however, in a world where most projectors come up short - some 15-30% below claims, and some very low-cost projectors (under $200 ones) often drastically below claims, achieving claim, is considered above-average performance.
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Of the LG's modes, the three bright modes perform almost identically in brightness, and color temp. They do vary though in terms of saturation and other areas, so that they look very different, but not in color balance. As mentioned, Vivid is pretty over the top, in a darker room, but works well to cut through "too much" ambient light. Standard, is more moderate, while Cinema Home is pushed just slightly. Most folks will find Cinema Home fine, even in a pretty dark setting.