This lamp have E40 (GES) base, as it is for the European market. As far as I know, Philips never made IDOE 1000W with mogul (E39) base for the American market.
The lamp is dim in your 120V, because it is for 230V, but is still not strong enough to be used in stadiums. It is mainly for general floodlighting (Similar to the 1000W double ended halogen lamps).
The picture of it lit here is running on 120 volts. I do have a step transformer to run it at 230 volts at full brightness
I can imagine it would make a great floodlight on the side of a house. Here in the United States, our halogen floodlights are mostly the T3 style, which I have recently gotten into collecting. I would love to run this bulb in an e40 fixture with a relector and see it as a floodlight.