There is an old saw about advertising that only half of it works, but one never knows which half. And one suspects that despite all the data gathered and statistics generated, the online counterpart remains more art than science. Digital marketing involves navigating, in the words of Donald Rumsfeld, a number of known unknowns: things that at least one knows one does not know. For Westerner marketeers, however, China is largely a haze of unknown unknowns, things one doesn’t even know one doesn’t know.

Shukshin’s Stories is a dramatization of eight short stories by Soviet-era writer Vasily Shukshin (1929-74). If you know little or nothing about him or Moscow’s Theatre of Nations which presented it, you would not—at least among English-speakers—be alone and would have, at least until last night, had me as company. Ignorance may not be bliss, but it can sometimes lead to it.