Here's an interesting 150W R40 lamp. Until I found this lamp, I knew R40s were made up to 120W, but I didn't know 150W models existed. They seem somewhat uncommon, the lamp being a NOMA makes it even more uncommon!
They made general service reflector lamps as high as 300w, and as high as 500w in the R-40 size if you count mogul based ones and special medium based ones used for swimming pools, etc. BTW where was yours made? I have two NOMA reflector lamps, a BR-25 and a BR-30, they are from China but yours look older.