Salesman 1969

This compelling and transformative depiction of American dreams and their disillusionments comes from the visionary Direct Cinema pioneers, David Maysles, Albert Maysles, and Charlotte Zwerin. SALESMAN focuses on the lives of four unwavering door-to-door Bible salesmen as they embark on a seemingly futile mission stretching from Boston to Florida, attempting to peddle luxury editions of the Good Book to working-class Catholics.

The narrative follows Paul “The Badger” Brennan, Charles “The Gipper” McDevitt, James “The Rabbit” Baker, and Raymond “The Bull” Martos—each characterized by their distinct sales tactics. They begin their journey with calls in the bustling neighborhoods around Boston, later attend a sales conference in Chicago, before venturing into the promising territory of Miami and its surroundings. Their goal is straightforward yet challenging: to persuade potential customers that the Bible is, as one of them puts it, “still the best seller in the world.”

Despite their efforts, selling the Bible proves to be a formidable task. The salesmen target primarily middle-class Catholics, often referred to them by local parishes, yet convincing them to purchase a $50 book is no easy feat. Employing a range of sales techniques, they use catchy phrases such as, > “Could you say if this would help the family? Could you see where this would be of value in the home? A gain to you?”

Through conversation, persuasion, humor, and storytelling, they attempt to appeal to various customers—lonely widows, married couples, Cuban immigrants, and disenchanted housewives. Their pitches resonate differently, catering to those who might not have the means to buy but might still be swayed by the salesman’s upbeat banter.

From their starting point in Webster, Massachusetts, to their final destination in Opa-Locka, Florida, the film encapsulates the complex operating costs of the American Dream. Today, SALESMAN is celebrated as a direct cinema classic, leaving an indelible mark on the portrayal of salesmanship and the American experience.