A pimp suffers the ultimate Bad Day in this independent comedy-drama, the first theatrical feature from Quebecois director Patrice Sauve. Ron Patrice Robitaille) runs a low-rent escort service in a dingy side of Montreal -- or at least he did until he was murdered in his office. Ron was hardly a popular guy, and there are a number of people who had reasons to want him dead, so the question soon becomes who actually had the nerve to do away with him? Was it Stephanie (Fanny Mallette), a call-girl who wants out of the business despite Ron's pleas to stay on for an upcoming convention? Perhaps it's Jenny (Anick Lemay), the best hooker in Ron's stable who thinks she's cut out for better things? What about Maxime (Maxime Denomnee), Ron's assistant who doesn't much like working for him? Maybe it was Olivier (Francois Letourneau), a regular customer who is deep in debt and on Ron's bad side. Or it could be Cheech, who runs a rival escort service and wants Ron out of the way before the lucrative convention gets under way. Based on an award-winning stage drama by Francois Letourneau (who wrote the screenplay as well as playing Olivier), Cheech received its world premiere at the 2006 Toronto Film Festival.