Greenfield Avenue might reel in new theater

West Allis - After losing at least two movie theaters in the Greenfield Avenue business district, another might actually come to it.

A business called Silence Please wants to establish a theater in downtown West Allis as an adjunct to a proposed boutique offering films and clothing. Both would be at about 76th Street and Greenfield Avenue in the Corner Bazaar building.

The city used to have a couple of theaters on Greenfield Avenue - the Capitol Theater, 7239 W. Greenfield Ave., with seating for 750 and which operated from 1923 to 1967, and the Allis Theater, 7224 W. Greenfield Ave., with seating for 850 and which operated from 1912 to 1952.

However, the city would have to change its ordinances to allow theaters downtown. A public hearing was held last week with nobody speaking against that. But the Common Council held approval on proposed ordinance change to make sure that the theater couldn't devolve into a pornographic moviehouse.

But later in the week, city officials confirmed that the ordinance is too tight for a porn house to be legal, said Alderman Thomas Lajsic, chairman of the Safety and Development Committee that had the concern and called for more time to ensure a wholesome operation.

"So, we will act favorably on Jan. 3," said Lajsic who also predicted Common Council approval. Officials are pleased with the prospect of a theater.

"We're excited about it," he acknowledged.

The proposed theater would have about 200 seats and offer silent movies, vintage talkies, newsreels and even cartoons.

The proposed ordinance would allow theaters of up to 5,000 square feet of floor space in the business district. Bigger theaters would need special use permits.

According to the staff research, theaters were once prominent in downtown West Allis. But after World War II, residents became more mobile, and theaters followed them to outlying areas. And just like in Milwaukee and other cities nationally, the once prominent theaters of downtowns fell into disrepair.

- Jane Ford-Stewart