This short documentary featured as part of the Royal Ontario Museum's 2011 special exhibition, 'Bollywood Cinema Showcards'. The exhibition showcases vintage, hand-painted movie posters spanning three decades of Bollywood history. The film was directed by the owner of the collection on display at the museum as a way of documenting its origins. While Bollywood memorabilia is popular today, this was not always the case. In this film, Shahid Mansoori -- owner of a tiny shop in Mumbai's dusty Chor Bazaar -- tells the story of how he started collecting Bollywood advertisements when no one wanted them because of his 'craze' for films and the hope that someday such ephemera would be valued by someone.