Is there a commercially viable market in the United States for movies made for Mormons? David "Dutch" Richards, a graduate of Brigham Young University's School of Film, thinks there is. He believes that in the Western United States, especially in Utah and the Intermountain West, there are enough Mormons who would pay to watch a film by, for, and about Mormons that this genre of film could make money. Filmmakers produce and market films for other minority groups, including Asians, Hispanics, and gays and lesbians. Richards believes the same could be done for the Mormon market. But it has never been done before, so he can't be certain. This case poses a set of questions Richards must address to determine whether he is right about the viability of this new product. It follows him as he pitches his movie idea to a savvy potential investor.