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Yair, an ultra-Orthodox Yeshiva student, opens an electronics shop in Geula, a neighborhood that is the shopping epicenter for the entire ultra-Orthodox community in Jerusalem. The religious character of the neighborhood is enforced by the Geula Committee and Yair strictly adheres to their rules. His shop is introducing a world of advanced technology that overnight becomes a magnet for every ultra-Orthodox household, but the increasing intrusion of modernity is an affront to the committee, leading to an inevitable conflict that forces Yair into a desperate struggle for survival.