Is the 1/4 turn now the standard? Which is better 1/2 0r 1/4? Does one way or the other really effect the life of the bulbs that dramatically? What do you do?
We talked about rotating bulb few time ago. Search the forum and you will find everything. However, rotating a bulb will not increase the life of the bulb but will mantain a constant and better light during the life of the bulb. If only one side of the bulb will be dark, you'll have to misalign the lamphouse to compensate.
Most people think that rotate a bulb 1/4 a time is a goog tecnique but the time that you take to rotate all bulbs every few hours can be spent better in a booth. It is better to, say, rotate the bulbs 1/2 turn a time and have more time to clean projectors better... 
Bye
Antonio
Best to follow the particular lamp manufacturer's recommendations. If they say to rotate, and you have the correct spacer, then rotate on the schedule they suggest. After rotating, don't forget to check lamp focus and alignment to assure correct screen luminance and uniformity!
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John P. Pytlak, Senior Technical Specialist
Worldwide Technical Services, Entertainment Imaging
Eastman Kodak Company
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Look at how dark the bulb gets. The darker it gets over time, the more likely you should rotate it. For example, at the place I work we just don't rotate them at all. Even after 4000 hours, there is very little blackening on the bulb. Having a good cooling / fan system helps a lot, I think.
I don't have a "grey-scale" chart to show what would indicate exactly how "dark" is "too dark"; it's just one of those things you have to see for yourself. But, except for bulb darkening, I don't see any advantage to rotating.
I think the reason manufacturers suggest rotating is they know most lamphouses only provide adequate- not great air flow.