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Kostya Vlasov, the 30-year-old owner of a popular new reality TV show, rescues the young finalist Dasha, fleeing with her in a rally SUV from her crazy brother, who wants to take his sister's big winnings; and from a criminal gang that wants to re-register the reality show to their boss. Throughout the chase, Kostya tells Dasha the story of the show's creation, from which we learn how he went from bankrupt to millionaire in just one year under the guidance of his mentor, applying special "money rules". And now he is applying the same rules to get rid of his pursuers, for whom there is no such thing as "rules."