AFAIK, there are no Pal equivalents to the AVIA and Video Essentials discs yet.
Using AVIA teaches you what a correctly calibrated NTSC picture should look like (given the limitations of your particular set-up). Once you know what to look for you can then apply the same knowledge to PAL, using regular films as a "test signal".
A few quick tips:
First, make sure that the shops' DVD player is set to 16:9 - you'd be surprised how often they get this wrong. Check the projector is set to 16:9
Setting black level: Play a 2.35:1 anamorphic film. Increase the brightness until you see grey/black bars appear above and below the picture. These bars should be slightly lighter than normal black background. Now reduce brightness until bars match the background.
Setting contrast: Use a film like Shakespear in Love or Saving Private Ryan. Pick a scene with a shot of sky or lots of light whites and creams.
With the contrast set too high, details in the lightest areas of the picture disappear, we call this "bleaching out". It's very similar to over exposeure in a camera.
Reduce contrast to see the detail return. Reduce further and the picture starts to lose impact and look a little flat.
The correct setting is just before fine detail bleaches out.
Good luck