[4] Under pressure to come up with a story, gossip columnist Peter Carlton (Robert Young) invents the imaginary socialite and big game hunter "Mrs.

Carlton is somewhat taken aback when the real lady turns up in person, impersonated by aspiring actress Elaine Bradford (Jessie Matthews), in search of her big break.

In The New York Times, Frank Nugent wrote, "Gaumont-British has yet to do full justice to Miss Jessie Matthews, first lady of England's musical comedy screen.

Her latest picture, "It's Love Again," which opened yesterday at the Roxy, imposes the entire burden of a cumbersome and unevenly paced comedy upon her shoulders and, although she rises to the task with her accustomed loveliness, gayety and talent, she is unable to convert the picture into anything more than what the gentlemen of the drama department would call 'a personal triumph'";[5] whereas Leonard Maltin noted a "Lighter-than-air musical-comedy vehicle for Matthews following her success with Saville on Evergreen," and found the film, "Funny, charming and imaginatively done, with several pleasant songs.

"[6] Writing for The Spectator in 1936, Graham Greene gave the film a good review, describing the direction as "with speed, efficiency, and a real sense of the absurd".