Director Ira Deutchman's documentary tells the forgotten story of Donald Rugoff, a New York-based film distributor and exhibitor who established the famed theater chain and film distribution company called Cinema 5 in 1963. It explores his outsized impact on the art and indie film business, the way he brought foreign movies to mainstream American audiences, his unconventional marketing practices, his difficult personality, and how he eventually became a victim of his own success.