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March 11th, 2002. John R. takes the head of security and 17 others hostage in Amsterdam biggest skyscraper. John R. demands to speak with the Philips head of Sound&Vision. His goal is to warn people about a large-scale fraud, aimed at brainwashing consumers by means of widescreen TV sets. In the film, we find out about John's preliminary frustrations, his bizarre encounter with Philips head of Sound&Vision Gerard Wesselinck, their impossible friendship, rivalry and John's armed attempt to force the executive to do penance in public.