Given the difference in the representation of constructions of hegemonic masculinity and homosociality promoted in ‘mainstream cinema’ on the one hand and in ‘alternative cinema’ on the other, this article examines how Nicht schon wieder Rudi! (Oh No, Not Rudi Again!) innovatively conceives of and intertwines masculinity, homosociality and Alzheimer’s, and how the film handles the homosocial-homosexual conundrum. We suggest that films, in particular, create imaginary spaces in which a ludic, creative and experimental (re)thinking of real-life issues becomes possible. Differentiating between vertical and horizontal homosociality, this article argues that Nicht schon wieder Rudi! not only questions prevalent dogmas and discourses, but also produces a specific knowledge about alternative models of care and understandigs of dementia and masculinity; understandings of masculinity that are less conceived of as phallic and hierarchical but as interdependent dynamic configurations, ranging from care and affection to love and desire. Although the homosocial and especially the homosexual dimension is ultimately contained and almost revoked towards the end of the film, the homosocial relationships displayed still serve to deconstruct homophobia and question or even queer heterosexual male friendships.