The film stars Michael Shannon, Judy Greer, Thomas Lennon, Ron Perlman, Christina Hendricks, and Ian McShane.

It's Christmastime, Maynard Grieger is a general store owner in Pottersville, a small town, struggling since the local mill closed.

After drunkenly returning to his store and telling his story to Parker, his clerk, Maynard dresses up in a gorilla costume and walks around town, startling many of the townspeople.

Intending to confess, Maynard realizes the potential economic benefits from tourism that Bigfoot sightings may bring, so continues to dress up.

As the hype continues to grow about Bigfoot, the town is visited by Brock Masterson, the host of a monster-hunting reality television show.

Parker meets with the townspeople, and shows them that Maynard simply wishes to help the town; his ledger that he ostensibly used to keep an account of their purchases on credit, is left blank.