Displaying Modern Life: Experiencing the Promises, Desires, and Perils of Mohammad Reza Pahlavi’s Tehran through Window-Shopping in Crossroad of Events (1955), Mr. Naive (1971), and Under the Skin of Night (1974)

Abstract This article delves into the experience of urban modernity in Mohammad Reza’s Tehran, focusing particularly on the phenomenon of window-shopping as depicted in three films: Chaharrah-e Havades (The crossroad of events, Samuel Khachikian, 1955); Aghay-e Halu (Mr. Naive, Dariush Mehrjui, 1971); and Zir-e Pust-e Shab (Under the skin of night, Fereydun Gole, 1974). These films, set against the backdrop of Tehran’s urban metamorphosis, offer a narrative of the modern metropolis as a site of exhibition, where the gaze of characters from lower social or economic strata is ensnared by a plethora of visual spectacles. The critical portrayal of shop displays and the phenomenon of window-shopping in these films offer profound insights into the complex interplay of desires, promises, disappointments, and fears that the state’s modernization projects and urban consumer culture evoked.