Flashback: The Dirty Harry Boom of 1984

Flashback: The Dirty Harry Boom of 1984

It’s hard to believe that around this time 40 years ago, we seemed to be gripped by a wealth of Eastwood publicity – due largely to the release of Sudden Impact, the fourth Dirty Harry movie. It had been some 8 years since we were treated to a Dirty Harry movie, with the previous outing being The Enforcer (1976). 

With hindsight, it was quite an event at the time. It was the first time Clint had directed a Harry movie – and it would turn out to be his last. Sudden Impact arrived at a time when cinema was under close scrutiny - especially for its graphic portrayal of violence. Films such as Brian De Palma’s Scarface was often pulled into the same argument – as well as films such as Gremlins – all of which seemed to attract negative criticism.

Below: Sudden Impact promo stickers

Nevertheless, Sudden Impact seemed to attract a media frenzy and the publicity campaign that accompanied it was incredibly successful. The film was notable for its catchphrase "Go ahead, make my day", written by John Milius and uttered by Clint Eastwood's gun-wielding character in the beginning of the film as he stares down an armed robber who is holding a hostage. The catchphrase was something of a double-edged sword, on the hand it became incredibly popular in terms of culture and became the key focus of the film’s overall success. On the flip side of that, it would also become too popular and would haunt Clint for several years – it seemed that everywhere Clint showed up – every TV show or public event, he was required to perform the line on cue… and it was becoming obvious he was growing increasingly tired of it. 

Below: Sudden Impact and the Best of Dirty Harry LP

          

For the fans of course, it was a really fruitful time. It was virtually impossible to open any number of magazines without finding a tie-in feature, Clint was everywhere! If you walked into any pop-up gift shop you could find several things bearing the Sudden Impact artwork, money tins, cigarette tins, storage tins – just about anything. How much of this stuff was officially produced is another question? 

Officially, the merchandise was also generous, we had bumper stickers, window stickers, badges of all varieties, posters, a soundtrack LP, a paperback tie-in and even a novelty record, "Go ahead, make my day". The novelty song was recorded by American country music artist T. G. Sheppard and featured Clint delivering his immortal catchphrase "Go ahead, make my day". It was released in February 1984. The catchphrase became so popular that United States President Ronald Reagan used the "make my day" line in a March 1985 speech threatening to veto legislation raising taxes. And when campaigning for office as mayor of Carmel-by-the-Sea, California, in 1986, Eastwood used bumper stickers entitled "Go Ahead — Make Me Mayor"

To celebrate the 40 years of that very special time, I thought it would be good to revisit some of those great memories.  

Below: Sudden Impact 1984 Three rare pin badges issued by Warner Brothers (Sudden Impact, Go ahead Make my day and Dirty Harry is at it again) Approx 1" 

Below: Sudden Impact 1984 Large promotional badge from Warner Brothers with its changing face when badge is angled (Clint Eastwood Sudden Impact - Make My Day)

Below: Sudden Impact 1984 very rare transparent promotional window sticker, size 14x11

Below: A couple of examples of the Sudden Impact tie-in paperback novel