You must remember this: a kiss is just a kiss, a sigh is just a sigh, and the quote is "Play it, Sam," not "Play it again, Sam." And as much time as has gone by since Casablanca's release, this quote still endures. Something approaching 'Play it again, Sam' is first said in the film by Ilsa Lund (Ingrid Bergman) in an exchange with the piano player 'Sam' (Dooley Wilson): Probably the most misquoted line in cinema history. When she sees Sam (Dooley Wilson), Rick's piano player, she asks him to play their song, "As Time Goes By." Ilsa: Play it once, Sam. A misquotation of the line "Play it, Sam" from the 1942 film Casablanca. For old times' sake. Play It Again, Sam is a 1972 American comedy film written by and starring Woody Allen, based on his eponymous 1969 Broadway play. The film is liberally Allan identifies with the movie Casablanca and the character Rick Blaine as played by Humphrey Bogart. The actual line in the film is 'Play it, Sam'. Sam: I don't know what you mean, Miss Ilsa. Where you've heard it. Play it again, Sam may refer to: . The film was directed by Herbert Ross, instead of Allen, who usually directs his own written work. The film is about a recently divorced film critic, Allan Felix, who is urged to begin dating again by his best friend and his best friend's wife.