In 1940, just before the release of her film They Knew What They Wanted, Carole Lombard’s press agent, Russell Birdwell, approached the filmmakers with a novel publicity scheme. Lombard would be scheduled to fly to New York for the opening, but they would arrange for the plane to “go down” en route and remain missing for 12 hours.
“And in those twelve hours, fellas, we’re going to be on every goddam front page in the United States of America,” Birdwell said. “Not only Carole Lombard’s name, but the name of the picture and the name of the theatre it’s going to open at and how would you like to foot the bill for that kind of advertising?” He planned that eventually Lombard and the pilot could wander out of the woods saying that the plane’s engines and radio had died.
In his 1967 memoir Hollywood, director Garson Kanin remembers that in the meeting Lombard began to slap her thigh, yelling, “I’ll die! I’ll die! Isn’t that something? I’ll die!”
Birdwell’s plan was considered seriously but finally canceled due to the cost. Two years later, Lombard died in a plane crash in Nevada. “I could hear Carole’s voice and the sound of her hand slapping her thigh, her voice yelling delightedly, ‘I’ll die! I’ll die!'” Kanin wrote. “I remembered Russell Birdwell’s notion of the fake crash for publicity. I stood there hoping against hope that perhaps this was a postponed version of his scheme. … Carole Lombard … could not be dead at thirty-five. But she was.”