This would appear to be Phillips pushing linear halogen technology to its limits!  This tiny little lamp packs an impressive punch of 800W.  Technically though there's nothing hugely unusual about this.  It's a compact linear halogen lamp with a very beefy coiled-coil filament.  The small size of the lamp and relatively small source area of the filament would have allowed very good optical control to be achieved using these lamps - though the fixture in question would have to be carefully designed to be able to deal with the huge amount of heat generated by the lamp.

These lamps were used as floodlights for photographic purposes until they were superseded by a newer type of lamp, though the instruction leaflet included with the lamps would appear to indicate that they also see service in projection applications.

No operational photos of this one I'm afraid.  Firstly, as I don't have a fixture to fit it to, and secondly, as I'm unsure whether this lamp would require forced air cooling to prevent the wall softening - reckon it's high enough powered that it could well need that.  Thirdly...because I don't want to melt my poor camera's CCD!