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For all the hype it got I was expecting a lot more!

Pretty good movie overall. First half was nothing special but it got better as it went along.

It's hard to see any effort in the film. There's no comedy to speak of, no real drama and, worst of all.

The joyful confection is coated in a sparkly gloss, bright enough to gleam from the darkest, most cynical corners.

Peter (Robert Young) and Freddie (Sonnie Hale) invent a celebrity, Mrs Smythe-Smythe, in order to fool the public and sell newspapers. Meanwhile, Elaine Bradford (Jessie Matthews) is looking for a chance to become a celebrity and seems to be getting nowhere with her audition for major theatre producer Raymond (Ernest Milton). So, she pretends to be Mrs Smythe-Smythe in order to get attention. Things go well at first but a rival reporter discovers the truth....There are many humorous sections in this film, eg, the scene where Peter and Freddie decide on their celebrity, Raymond's exasperation with the theatre (I hate the theatre....I hate the people...). The cast are all good and Sonnie Hale is funny in most of his scenes. The film is Britsh and I was surprised at the quality of both the production and the comedy. It doesn't contain that stupid British humour of the time. It is actually quite funny! But best of all, the film has Jessie Matthews singing and dancing. The songs are all fine but her dancing is great. She was easily up there with the best that Hollywood could provide at the time. Maybe she was THE best of her time. All the dances are good, my favourite being the sequence where she is trapped into giving a performance of a Hindu temple dance. She has no idea what she is supposed to do and starts somewhat hesitantly but then turns it into the most enjoyable solo tap dance sequence in any film that I can remember seeing. A joy to watch. I was pleasantly surprised by this film.

I caught this recently on late-night television. It wasn't given a great review in my TV guide, but I was intrigued into watching it for I had never seen 30's British star Jessie Matthews in a film. Admittedly, I was also waiting up for the World Cup coverage (Go Socceroos, go!) to begin on a different channel. So I killed time and watched 'It's Love Aagain'.And I enjoyed it.It has a very light, flimsy plot and little unique visual style. Those are the downers...but then, did the Astaire-Rogers 30's musicals have amazing story lines and incredible camera-work? No. This is a cheery comedy-musical designed to make audiences feel good about themselves and life, and it works on that level. Some of the acting is rather poor at times, but that doesn't detract from the star, the 'Dancing Divinity' Jessie Matthews.From seeing her in this, I think that she was a very talented lady. She is an appealing, though not great, actress and a wonderfully capable and accomplished dancer-singer. She lights up the screen in every scene she is in and she works well with her male love interest, Robert Young. I've seen a lot of Young's work lately (courtesy of late-night television) and I am beginning to really like him. A reliable, underrated leading man.It looks very lavish for a Post-Great Depression film set in London. Matthews is charming, the musical numbers are fun, and you'll forget your troubles for a brief time.Worthwhile.

"It's Love Again" is my second Jessie Matthews musical. After watching her previous merriment, "First a Girl"(1935), I wanted to see more of her work. And "It's Love Again" is every bit as spirited, frolicsome, and enthralling as that one. It is characterized by grand production values, lovely gracefully directed dancing numbers, and some agreeably enchanting songs - especially the title song, which for some reason I can't seem to forget, even though I've seen the film only once. Ms. Matthews herself – a radiant, willowy, longed-legged radio soap star turned singer/dancer - is a joy to watch. The effortless way she dances, moves, or sings is quite astonishing, makes you wonder why she is little known. As in "First a Girl", "It's Love Again" features Matthews impersonating another persona, only to discover later her true self. Here, she is dancer, Elaine Bradford, who impersonates a mysterious, alluring British celebrity named Mrs. Smythe-Smythe who spends most her of time in India hunting tigers. Elaine jumps into the role in order to gain fame and impress the show biz manager Archie Raymond (Ernest Milton) of her true talents. The celebrity is concocted by Peter Carlton (Robert Young), a slack but fearless gossip columnist looking for a big break and falls in love with Elaine. Their romantic moments are marvelously sweet and endearing amidst the chaos of dancing and singing. Victor Saville's direction has its occasionally polished slickness, with its penchant for large-scale, Busby Berkeley-like production numbers. The plot can get a bit tiresome as it proceeds - the constant obsession with Peter's invention Mrs. Smythe-Smythe is really trite and overdone. However, it doesn't get in the way of the glorious numbers and the charming rapport of Ms. Matthews and Mr. Young. Though it scarcely turns up in some circles as far as I know - "It's Love Again" is worth seeking out if you haven't seen it already. Like so many of the best 30s musicals, you will ultimately be left with a feeling of utmost joy and ecstasy.

Very fresh, even tho' made over 50 yrs ago.