Virtue ethics is an agent-centred ethical approach that considers actions in the context of an individual's life as a whole. This addresses shortcomings of deontological approaches including competing norms, of utilitarian approaches including non-desirable outcomes. Nevertheless, virtue ethics is not easy to translate into a learning pedagogy. We address this challenge by outlining Alasdair MacIntyre's approach to virtue ethics and by offering a conceptual argument for the effectiveness of using movies to develop virtue competence. We construct a pedagogical roadmap for using a specific movie, Boiler Room, to nurture virtue competence at the intellectual, behavioural and personal layers. First, our argument contributes to the debate in this journal about movies in management and ethics education: We conceptualise movies as person-centred, context-embedded and life-narrating. As these are characteristics typical of virtue ethics, movies are particularly suitable to build virtue competence. Second, we construct a pedagogical roadmap for educators to develop students' virtue competence through a specific movie and contribute to the virtue ethics education debate and the challenge to make theoretical whole-person virtue conceptions operational in the classroom. Third, virtue ethics competence developed in our roadmap contributes to taking the debate about the need of non-utilitarian ethical approaches one step further.