The headline relates to the Rhett Butler's (Clark Gable) famous final line in the film in relation to Scarlett O'Hara's (Vivien Leigh) distress. The profanity was shocking and unusual in America at that time, and was chosen as an attention grabber for the poster. The typography is strongly based on old Victorian wood types found in playbill. Each word was hand manipulated and given a different typeface to represent the emphasis and attitude of Rhett Butler's words.The background represents Atlanta burning to capture the time period (1860s, Civil War) and setting of the film.