With financial backing from his trust fund-supported girlfriend (Susan Heimbeinder), Simon Geist (writer-director Dan Zukovic) carries out an impassioned campaign against a pop culture he abhors by conducting interviews with would-be starlets for a bogus magazine he calls &NFi;The Next Big Thing&NFi_;. Mark Ruffalo co-stars as an actor who agrees to be interviewed in this scathing satire of modern-day Los Angeles.