Movie poster of the week: Always That Fire

January 15, 2008

The Longest Yard

This poster has been hanging on my wall for years so I thought I’d share it with the world. The story behind this, I once heard, is that Paramount initially released Robert Aldrich’s The Longest Yard with a poster of Burt Reynolds’ head inside a football helmet. The film struggled in its opening weekend so they brought out this version instead: Burt and his famous shag-carpet chest in a safari suit that leaves little to the imagination. And the film was a smash. What I love most about this poster is the tough-talking (and unusually long-winded) explanation of why you should see this film, and especially the weirdly phrased sentence “Burt Reynolds stars—tough, sassy—and always that fire.”

Postscript: My wife wants everyone to know that she has no love for this poster (so much for “for men, for women, for everyone”), and I have to make it clear that this is not hanging in pride of place in our living room, but in the hallway for amusement value. Also, I took a good look at it yesterday and discovered that Burt’s head is very obviously photoshopped (or the 1974 cut-and-paste equivalent) onto what I can only assume is his own body. If anyone has a burning desire to own this poster themselves I see that Amazon has a couple of signed ones for sale.


One comment

  1. You, sir, are always that fire. Great sleazy/sexy pick!

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