idea ·Taxi Driver (1976)

In every city there's one man

Columbia sold Taxi Driver on loneliness, not violence. Scorsese expected audiences to reject the film outright.

  • format
  • atomic
  • marketing
  • reception

I never realized what that image on the poster did for the film — a shot of De Niro walking down the street with the line, "In every city there's one man." And we had thought that audiences would reject the film, feeling that it was too unpleasant and no one would want to see it!

Scorsese on Scorsese (1989), sos 63

A Commerce datum with two edges. The campaign sold the film's affect — isolation — and buried its content, which is the standard move for a difficult picture. And it worked on people who recognised themselves in it, which is not entirely a happy outcome for a film about a man whose loneliness turns into a shooting.

Scorsese has the anecdote that goes with it: a film student in Peking who followed him around for three weeks asking what to do about loneliness, and kept coming back when the answers did not help (sos 63). "People related to the film very strongly in terms of loneliness."

Keep it beside Taxi Driver — the shoot-out and the audience that cheered. The film's two best-documented reception facts point in opposite directions: it was received as an anthem of loneliness and as a revenge crowd-pleaser, and neither is what it was built to be.