For IT'S NOW OR NEVER Danish director Jon Bang Carlsen went to Ireland. On the occasion of the annual Matchmaking Festival in Lisdoonvarna on the Irish west coast, he made a portrait of Jimmy. Jimmy is a middle-aged bachelor, whose entire family has emigrated to the United States in search of a better life. Now that he is getting older he misses the company of a life companion and starts looking for a wife. To help him find one, he even calls in a fortune-teller and a dating service. In fact, his desire for a wife who can milk the cows is so deep that she comes to life, as it were. While Jimmy grazes his cows he practices the wedding vows, and the wind carries the sounds of the wedding march far across the Irish countryside.