Sergei Knyazev is a Russian showbiz entrepreneur, who

Pavlov experimented with dogs. Knyazev, who holds a degree in psychology, cynically abuses human nature. From inventing childrens games, he becomes an entrepreneur, thus perfectly symbolizing the current state of Russian society, lost after the disintegration of the USSR. Along with his business partner, an ex-officer in the Red Army, he organizes events that hold the audience speechless: from African beetle and piglet races, to resurrecting dueling (using rubber bullets) among the  ouveau Riches, to mass self-awareness gatherings for commercial firms. However, the climax of the showbiz entrepreneurship is a game he invents for Moscow''s Richest, who pay him $3,000 for the dubious honor of dressing up as beggars and alcoholics. Whoever collects the most in one night, wins. Arto Holonen joins the uninhibited Knyazev and his young wife, using them to capture an up-to-date portrait of Russian modern  ourgeoisie.