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Despite the global financial crisis, prices of contemporary art keep rising. Auctions at Christie’s and Sotheby’s break one record after another. More than ever, the market is controlled by immensely rich collectors who are all after one thing: discover the artist of the future. The documentary examines the developments within the contemporary art world with the help of artists like Jeff Koons and Chuck Close, collectors Bert Kreuk and Thomas Olbricht and museum directors Udo Kittelman and Benno Tempel.