Double Indemnity came out in 1944, the same year David O. Selznick released Since You Went Away. Part of the campaign for the latter film were major ads that declared, “Since You Went Away are the four most important words in movies since Gone With the Wind!” which Selznick had also produced. Wilder hated the ads and decided to counter by personally buying his own trade paper ads which read, “Double Indemnity are the two most important words in movies since Broken Blossoms!” referring to the 1919 D.W. Griffith classic. Selznick was not amused and even considered legal action against Wilder. Alfred Hitchcock (who had his own rocky relationship with Selznick) took out his own ads which read, “The two most important words in movies today are ‘Billy Wilder’!

Source: IMDb

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 “‘Need I say this is a privilege and an honor to announce this winner: Miss Vivien—’ Deafening applause drowned out the rest of Spencer Tracy’s preamble. Having anticipated the victory moment, Leigh glided gracefully to the podium… ‘Ladies and gentlemen,’ she began, ‘if I were to mention all those who have shown me such wonderful generosity through Gone With the Wind, I should have to entertain you with an oration as long as Gone With the Wind itself.’ Before departing the rostrum she thanked ‘Mr. David Selznick, all my coworkers, and most of all Miss Margaret Mitchell.’…  Later she claimed to be unnerved by the experience of departing from the podium and making her way through the Cocoanut Grove with her Oscar. She likened the route to the perilous journey she’d witnessed on the night she’d landed her part in Gone With the Wind—Scarlett and Rhett’s harrowing horse-drawn-buggy ride through burning Atlanta. ‘Only instead of flames,’ she said, ‘it was people reaching out to touch me.’” -Bronwyn Cosgrave

David O. Selznick (producer), Joan Fontaine (actress), Alfred Hitchcock (director), and Judith Anderson (actress) at the 13th Academy Awards, 1941. All 4 were up for Oscars for Rebecca, which had eleven nominations but only won for Best Picture (Selznick) and Best Cinematography (George Barnes).