S.F.W.

Cliff Spab and Joe Dice go out to buy beer when they are kidnapped by masked terrorists calling themselves S.P.L.I.T. Image. The terrorists demand their broadcasts be televised live globally, threatening to kill hostages if their demands are not met. Two hostages are murdered before the situation stabilizes with the remaining hostages, including Wendy.

After 36 days of captivity, Cliff demonstrates his nihilistic world-view by giving an improvised monologue, repeatedly asking, 'So F***ing What?'. He becomes indifferent to the possibility of being killed and seems to accept his fate amidst the chaos. His attitude gains media attention and transforms him into a media icon.

Joe manages to kill one terrorist during a shootout, and Cliff shoots his way to freedom, taking a bullet in the shoulder. Joe is killed in the process, but Cliff is hailed as a hero for saving Wendy and killing the terrorists. He is rescued from the hospital by his brother Scott.

Cliff's image and story are widely marketed, with banners, newspapers, and billboards bearing his name—S.F.W.—and a fast-food meal named after him. He becomes a household name and public figure, symbolized by his notoriety from the hostage incident.

Cliff visits Monica, Joe's sister, who resents the media attention he receives compared to Joe. Cliff and Monica have a sexual encounter. The next morning, Cliff, disillusioned with the media circus, decides to leave town and seek a new life away from the spotlight.

Cliff visits Morrow Streeter and his sister Janet, who advises him to exploit his fame for personal gain. He begins hosting a videoclip show, making public appearances, and engaging with the media, seeking a sense of purpose and identity beyond his infamy.

Cliff and Wendy, longing to reconnect, visit the now-closed convenience store, which may be turned into a memorial park. They share a romantic moment and eventually have sex, rekindling their relationship amid ongoing media attention.

Cliff and Wendy make a high school appearance, receiving enthusiastic applause. However, a student named Babs Wyler, upset and angry, fires a gun at them, seriously wounding both. Babs’ act shifts media focus from Cliff to her and her catchphrase 'Everything matters.'

Babs Wyler is arrested and her statement, 'Everything matters,' becomes the new cultural catchphrase, replacing Cliff's 'S.F.W.' The incident sparks intense media coverage and debate about societal values and apathy.

While recovering in the hospital, Cliff and Wendy, both wounded but united in their experience, decide to get married, finding a new sense of purpose and connection amidst the chaos and media scrutiny.