To implement a "loudness button" correctly, each speaker level must be adjusted so that a -20 dBFS pink noise signal produces 83 dB sound pressure level at the listening position (volume gain at 100%). This is measured with a wide-band sound pressure level meter, C-weighting, slow response. A cheap spl meter (under $50) will do the job.
Now when you set JRiver internal volume to 100% you will get reference level volume in the seats if the source recording was made to "specification". From this reference point, a proper loudness function can be implemented as the MC internal volume setting is reduced.
Now comes the problem. Most audio tracks and many video recordings do not follow any level setting standard. In addition audio tracks vary in content and are processed in ways that affect the perceived loudness. To remedy this, the "reference level" for every audio track (including videos) needs to be determined. Knowing this reference level, the digital gain can be adjusted so all audio tracks are the same loudness at 100%. Much like using ReplayGain.
Today, this process should be done to the EBU R 128 recommended method. Software for this is in the public domain.
Please see my posts in this thread:
http://yabb.jriver.com/interact/index.php?topic=69618.0The subwoofer is another potential problem area if you are not using MC or an external processor for bass management. The subwoofer channel must be set relative to the front center speaker to a level 10 dB higher using a real time analyzer (see link).
http://www.film-tech.com/warehouse/manuals/TN99051701.pdf