Memorex Blu-Ray player question

[motive187]

I just received a Memorex Blu-Ray player for an early christmas present. After setting the player up using the HDMI hookup and making sure the resolution was at 1080p, I was a bit disappointed at the picture quality. I've noticed while watching the demo setups at Best Buy and the like, movies like Hancock seem to have an almost unusual depth to them. The picture quality is of course crystal clear but the picture seems to lack that unusual depth the demo setups have. Though experiencing a noticeable clarity improvement between the Hancock movie and a regular dvd, it lacks that depth. It basically looks like a really clear dvd. I have a Samsung 56 inch 1080p DLP tv which is less than 2 years old. Obviously I understand there would be a difference between my tv and lets say a Sony LCD, I really didn't think it would affect it this much. Could it be the player itself? Or could it be my tv?