Mamacita is a flamboyant Mexican beauty queen who lives in her own kingdom in the company of her devoted servants: gardener, chauffeur, janitor and nurses. She efficently exploited her beauty queen status and as a result of relentless self-marketin, she managed to build up a beauty empire from nothing. Her eight children also devoted their entire lives to the Mamacita business. At 95, Mamacita lives in a house that she transformed into a castle. Behind its walls, she hides the wounds of a prominent elite class family. When her grandson José Pablo went to Germany to study film, Mamacita made him promise that one day he would return to Mexico and make a film about her life. Now the time has come and José Pablo's announcement is received with enthusiasm by Mamacita. He conquers his grandmother's realm like a Trojan horse and discovers the eerie ghosts of his own past - especially the lack of love, from which his entire family has suffered for generations.