As stated previously, the big storyline in this movie is love, and the sacrifice it can sometimes require.

This idea of sacrifice for love is something that rings as true today as it did in 1943 when Casablanca was released. (S-24). So we're going to take that theme and, in turn, ask moviegoers: "What would you do for love"? (S-25)

This would take the form of a user-generated site based around personal ad-style declarations of love. These could be funny, heartfelt, absurd… whatever. There would be a favorites button -- the top 10 most voted-on entries would be finalists, with the winner selected by a celebrity couple. (S-26) The winning entry would be announced on the film's opening night via a message on Screen Vision. A prominent feature on the page would be a link back to the film site, explaining what Bogart and Bergman's characters did for love. (S-27)

To help entrants gain votes, there's a "vote for me" widget that extends their personal message (and our marketing message) out to the various social networks. (S-29)

"What would you do for love?" videos
Extending the "love" theme would be celebrity interviews at the premiere -- a quick red carpet question asking them: "What would you do for love?" We'd feed them the concept weeks in advance, so they could have a great answer ready.

Their celebrity answers would be compiled into a single video clip and distributed across the video-sharing sites. (S-50)