Sometime around 2010, Forrest Fenn buried $3 million worth of treasure somewhere in the Rocky Mountains. Fenn published the secret to its location via a cryptic poem, which lured thousands out on a wild hunt to uncover the buried riches.

THE LURE meets an ensemble of these hunters as they match wits against Fenn, each driven by his or her own search for something more than just riches. This quixotic quest develops into an act of redemption for some, akin to a religious fervor. But is the treasure real, or a hoax perpetrated by a master manipulator?