The biggest curiosity is the brightness of the projector itself, This RS35 is basically mesuring 70 - 100 lumens less in the various modes, than the RS25, which, of course is the same projector. What might cause that is a question that I hope JVC has an answer for. If and when I do, I'll rewrite this paragraph.
The Effect of zoom lens positioning on brightness: Our standard measurements reported are done with the zoom at its mid-point. Here are relative numbers from the Cinema 1 mode, for different lens positioning From a percentage standpoint, the differences will be the same for any mode, as you change the lens angle:
This fits nicely with my experience with the RS20. The lack of extra brightness in "brightest" mode, is my only real complaint about the RS20 after owning it for a year. (OK, it could be a touch sharper too.)
With the JVC RS35 (like the older RS20), you can also control brightness (and slightly affect contrast) by closing down the manual iris.