It's not often that Rodale is in the market for big paperback and movie deals, but that's what has happened to its forthcoming Another Shot, the book by Joe Kita that sums up his regrets at 40 and his imaginings of another shot at life up till then. (The book has 80,000 copies in print before its pub date at the end of next month.) Jennifer Ehmann at Viking Penguin submitted the winning bid for paperback rights, a significant six figures, to Rodale sub rights manager Dana Bacher, and movie and TV rights were optioned to Turtleback Productions under its deal with Alliance Atlantis (The Sweet Hereafter). Random House Audio has bought audio rights, and to give him yet another chance at the brass ring, Kita is scheduled for an Oprah appearance next week. Neil Wertheimer, now Rodale publisher, edited the book.