DVD picture too dark-Any Help


I just got a new basic pioneer dvd player. The picture is very dark even though i have cranked the brightness control to max. Any suggestions about which other controls to tweak. I've kinda played with the gamma and croma but not much difference.
kbuzz
Thanks for all the suggestions so far. I I checked the menus and these are the video adjustments:Video Adjust Functions:

Sharpness/Brightness/Contrast/Gamma/Hue/Chroma Level Control

any further thoughts always appreciated. I must say forgetting fit n finish build quality, visually thus far my prior basic oppo blew this thing out of the water....
I experience no loss in picture quality with a HDMI to DVI adaptor, if I did I would have switched right back to Comp video so I dont know if that is an absolute rule. Are you technically sound with video adjustments or a real novice?