Have you tried the local kefir? The kefir plant announces a competition for the best commercial. A pensioner drinks kefir and sees a kind of vision that he can broadcast to other people. The scientific laboratory conducts research on these visions, and a company of film lovers makes a film about it, wanting to win the competition of the kefir plant.
No, this is not a story by Viktor Pelevin, this is the film Romashkin Effect (1973). Strangely enough, the film can be called typical for its time. It fits very well into the paradigm of Soviet films about the triumph of science and the importance of incorporating both personal life and scientific discoveries into socialist society.
So for those who have seen films like The Man of Nowhere (1961) or His Name was Robert (1967) or The Experiment (1970), The Romashkin Effect is neither daring nor ridiculous. Alas, he was unlucky – the subsequent works of Roman Balayan eclipsed this magnificent directorial debut.