Not to mention he was the wielder of the flame of Anor and bearer of the ring of fire, which he absolutely used (fire and light magic) LIBERALLY while the fellowship was running from the orcs in Moria (and every other combat encounter). Heck, he even spoke words of command in the same sequence. Dude flung spells as casually as legolas shot arrows. The idea that Gandalf was subtle about magic was, like you said- a movie thing.
In Galadriels case, the way she fought at Dol Goldur in the hobbit movie was actually one of the things I liked about it, I feel like she'd fight more like that than with a traditional sword or bow. But, then again, in this show she doesn't have Nenya yet, so perhaps she changes alot after getting it.