I've observed this same phenomenon two years ago in a 16mm movie projector.
These machine has a ELC type 24v/250w reflector lamp that have been working properly for a couple of years.
As I said, two years ago, before a movie session, I was setting up the projector and threading the movie. When I turned on the lamp before the film were threaded, the light output over the screen was normal and uniform, but after a half-minute or so, I observed that the bright of the empty frame (without film) was slowly and inexplicably fading out.
I turned off the lamp and motor very quickly and opened the lantern of the machine. When I watched the lamp I was too surprised, because the bulb was completely bulged and internally blackened. The filament did remains intact and showed continuity when measured with an ohmeter, but the lamp was very near to explode.
It seems like the quartz envelope was starting to devitrify, perhaps due to an insufficient cooling, however, the air flow from the fan turbine over the bulb was very strong.
I did change the lamp by a new brand one that did work right to date.
I never understood very well why a such lamp could fail in so way.
Regards.
M. Gonz?lez.