Color Images Of Memphis 1944

I was flattered when Retronaut published my submission of vintage Memphis postcards back in October, and now it has returned to the Bluff City with a series of color photos of Memphis in 1944.  Some of the comments suggest that the top photograph is not actually Memphis, but Louisville.  I am not certain.  The suspect photo is certainly not Beale Street (or Avenue, as it was then), but other than the words "Louisville Rubber Store" under one sign, I cannot identify anything as unique to either City.  "Louisville Rubber" could refer to a product, rather than a location.  The buildings are similar to those on certain parts of Main Street, and none of the businesses would have been out of place in Memphis.