I run an epson 5010 on 153 inch 1.0 gain screen in a light controlled room with midnight blue/black walls and ceiling and dark carpet. Viewing distance is 15 feet 6 inches - one row of seating.
I run it in living room mode (on eco) because I like a brighter image and I think the color accuracy doesn't suffer nearly as much as dynamic mode.
It is plenty bright enough for me. If I need to replace the bulb at 800-1000 hours to keep a bright image, so be it.