It may have been a flop, but the recent Baz Luhrmann film version of "The Great Gatsby" spawned a branding bonanza: You can get Gatsby-themed furniture, paint colors, jewelry, shirts, hardwood flooring, garden doo-dads and all manner of Jazz Age junk. But F. Scott Fitzgerald historian Dave Page is still worried that the writer will be forgotten.

"It’s hard to keep his memory alive in a certain way. There’s a lot of superficial stuff that gets associated with him, and everyone has a story about some bar that he signed. Yes, he was a drunk. But he was so much more than that,” says Page, who teaches Fitzgerald’s work at Inver Grove Community College, and is part of Fitzgerald in St. Paul, a newly formed organization that is working to keep the writer’s legacy alive in his birthplace.

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