It Must Be Love

About This Movie

It Must Be Love is an interesting peek into the anxieties of early 20th-century urban life, captured through the lens of comedy. Colleen Moore’s performance as Fernie Schmidt is so relatable; you can almost feel her suffocation from the deli’s pungent odors. The film captures that tension between mundane reality and aspirational dreams in a light-hearted way. The pacing flows well, mixing humorous moments with Fernie’s contemplative scenes. The practical effects, though minimal, feel grounded, adding a touch of authenticity. It’s an intriguing blend of social commentary and personal aspiration, making you think about what it means to seek a different life.

It Must Be Love, while not extensively distributed, has a certain charm that draws collectors. The film exists in a few formats, including early 16mm prints, which can be quite rare to find. The scarcity of the film makes it a fascinating piece for those interested in silent cinema. Collectors often seek it out for its unique perspective on the societal norms of its time and the engaging performance of Colleen Moore.