I just revisited the 1938 film, Young at Heart. There's a scene where Paulette Goddard and Douglas Fairrbanks Jr. get forced off a country lane while riding their bicycles. A quick search brought up lots photos of Goddard on a bicycle but even more interesting was a captioned photo reporting that she ran a bicycle shop! The caption mentions Bob Hope, with which she did three movies during 1939-1941. I'm wondering if the photo wasn't shortly after the last one and some form of early wartime campaign, possibly for gas rationing? Another photo, obviously from the same photo shoot, indicates it was a Schwinn dealership.
