The article examines the formal properties of Romeo and Juliet's encounter-sonnet, and suggests that Shakespeare included the sonnet for readers he hoped would be repeat play-goers. There are two parts of the case: 1) The first part takes up Romeo and Juliet's first encounter and examines it as a sonnet, orienting the analysis of its poetics through a historicized understanding of poetic form, book culture and theatrical performance; 2) the second asks how a member of Shakespeare's own play audience would (...) have known that the sonnet is one, arguing that s/he might not have without having read the play beforehand. The relationship between quarto-reading and play-going perhaps encouraged audiences to see the play again after reading it. The article concludes by defending the return to form in Shakespeare Studies. (shrink)