What he means is that you should bump the level up on the center channel (just once, not for every different movie) because if the room is not acoustically perfect it will introduce resonances that will make precise level matching nearly impossible. When you watch a movie and say the dialog is around frequency 'x' but your room resonates at some other frequencies, when you measure the pink noise with the SPL meter it will detect 75dB, or whatever your pink noise reference is set to, as soon as the loudest resonant frequency reaches 75dB. This will make every other frequency sound quieter when in reality it may be just that a few frequencies are louder than they should be. In a treated room where resonances are minimized you will get a more accurate average reading of 75dB at all frequencies the speaker can reproduce.
Most sound engineering, I'm assuming, happens in an acoustically treated room so when the movie is played back in a room that resonates at many different frequencies it will sound much different than it was meant to sound. The closer your room gets to perfection, the closer it will sound to the way it is meant, assuming the engineering was done satisfactory and your speakers have a flat frequency response. Hope this makes sense.