Universally considered a cinematic masterpiece, which 1941 Orson Welles film used the tagline "I hate him! I love him! He's a scoundrel! He's a saint! He's crazy! He's a genius!"?
Answer Citizen Kane
Citizen Kane follows the efforts of a newspaper reporter trying to decipher the meaning of the dying word of publishing tycoon Charles Foster Kane: "Rosebud." Spoiler alert! In the end, we learn it was the name of Kane's childhood sled. Fun trivia: This type of story device — one that drives the plot or character motivations, but is meaningless or irrelevant itself — is known as a "MacGuffin" in Hollywood-speak.
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