I'm always glad to hear a good review!
The 24p mode is known as a film mode, since most movies are shot in 24 frames per second. So for film enthusiasts, this is an important feature for watching the movie in a "true film" experience.
However, that film mode isn't for everybody, and that's why the option exists. It's a little difficult to explain a comparison on how a film mode "should look", but the best attempt I can make is that it's not as smooth as 60hz pictures that we're used to seeing on TV. Some people prefer that, so the option exists to enable it. Simply put, you have an extra option based on your preferred method of viewing.
CinemaSmooth should smooth out some of the judder if you're experiencing it.
I really advise people against going into the service menu unless they're authorized Samsung repair technicians or professional calibration experts. The navigation isn't easy, and the option to seriously damage your television by changing settings is high enough to have a few examples in the forums here where people have been unlucky.
Please be patient with me- my first flat panel ever is the Samsung PNB58540(S3F) I got last week from Costco US. My first Blu-ray movie blew my mind, of course (played on the new Samsung HTiB 6730.) The improvement with the 540 just viewing in the store was so great I thought anything better couldn't possibly be worth paying more for. But NOW I'm greedy for more!
Can you tell me what the 540 is already showing me in terms of 24p DISPLAY and how that's related/compared to Cinema Smooth? (Before "upgrading" to another model in the menu.) I enjoy sports on TV but my real love is movies-I want as close as I can afford to the movie theater experience.
I have a general notion of what 24p means, but don't know how it should look. BTW, my eye is usually "critical." Am I already seeing 24p, would I see it with Cinema Smooth (if I could get it from the service menu) or do I return the 540 and start over? Thanks for any help!! (I also posted this question in AV forum.)