In the easy-going, sexually-liberated 1970's Tel Aviv, three young friends, struggling filmmaker Nati, his impressionable girlfriend Ossi and his geeky friend Mushon, move in together in a small apartment in Dizengoff Street number 99. By day, they work a boring desk office job but by night the city is their playground. Their overall goal is to make their way into the commercial movie making business, but harsh realities and romances often sidetrack them. Their fourth friend and Nati's older other girlfriend is aspiring musician, Miri.