The combination of good color handling, and respectable brightness even in the Cinema mode, provides a dynamic looking image - one that "pops" off the screen. Some projectors by comparison, appear "flat". For example, I found that the BenQ W10000 definitely provided a bit more dynamic viewing than Panasonic's PT-AE1000U, even when I used the manual iris on the BenQ to adjust the BenQ's brightness to match that of the Panasonic. (I did not have the Mitsubishi in-house when the W10000 arrived to do any side by sides, however, I have the Optoma HD81 arriving soon and will have an overlap for doing comparative images.)
The term I would use to describe the BenQ's overall color handling would be "vibrant".
Let's start with HD-DVD images, repeating the Phantom image of Carlota: