SELLING ‘FOREVER’

March 2, 1956

Linn and Scruggs was located at 161 North Main Street in Decatur, Illinois.  They opened in 1924 and closed in 1970.  The marquee of the Lincoln Theatre (mentioned in the ad) can be seen on the left, with an illuminated sign saying “It’s Cool Inside” to promote their air conditioning. 

Although Forever Darling had premiered on February 2, 1956, it was slowly rolled out to theatres across the country over the ensuing months. Ball and Arnaz had promoted the film via a cross-country train tour with stops in Chicago, Detroit, Dallas, Cleveland, Pittsburgh, Philadelphia, New York City, and Ball’s hometown of Jamestown, New York. The film opened at the Loew’s State Theatre in Manhattan, where the newlywed couple had performed their first vaudeville act in 1941. Programmers at Radio City Music Hall, where their Long, Long Trailer had premiered, refused to let the film open there because they found it sub-standard.

 The film received mixed critical reception. 

In addition to fashions, Lucy and Forever Darling also pitched a jewelry line…

…and even sold automobiles!