Measuring Dynamic mode at full wide angle and telephoto shows us almost a 9% increase in brightness with the projector at its closest position (wide angle, zoom out).
Switching from mid-point to furthest (telephoto, zoom in), causes a 15% drop. Those shelf mounting will normally be at or near the telephoto end of the range, unless you have an awfully big screen relative to room size.
Low Lamp Eco-Mode Brightness
The HC9000D measured a 24% drop in brightness when switching to the lower lamp mode.
Below: sample color temperature snapshot, pre-calibration - actually rather good.