 1927 exterior view of the Venetian TheatrePhoto courtesy of Univ. of MN Libraries, Manuscripts Division, Northwest Architectural Archives
Movie palaces were grandiose theaters usually designed to a theme decor and of two major types: the standard (or 'hard-top') which emulated traditional opera house construction, and the Atmospheric style, a novel approach that recalled stars and clouds in an outdoor setting in a less expensive form of construction.
The Venetian Theatre was of the latter type and the "Milwaukee Journal" of March 6, 1927 reproduced the rendering of the theater's auditorium by Milwaukee architects Urban Peacock and Armin Frank showing a tree-lined parapet high above the seats where the blue plaster sky vault began to soar overhead. The cost exceeded one half million dollars according to an article in the "Exhibitor's Herald" magazine of April 16, 1927 entitled: "Elaborate New Venetian Theatre, Wisconsin's First Atmospheric Theatre Is Opened In Milwaukee."
Ironically, the Italian Renaissance theme decor was not quite as 'Venetian' as that created in 1911 in the Juneau Theatre on Mitchell Street, but with 1,430 seats, the Venetian Theatre was a lot larger.
The Gala Opening at 6:30pm on March 18, 1927 featured Laura LaPlante in "Butterflies in the Rain" accompanied by the 2-manual, 8-rank Wurlitzer theatre pipe organ (the theatre was soon thereafter wired for sound movies).
The Milwaukee Circuit of the Universal Theatres Chain opened this air-conditioned marvel with antiqued walls, gold, blue and wine velvet hangings, lush tapestries, and hand-blocked velvet stage curtains outlined in patterns of rhinestones.
It was also one of the few theatres to employ the "stadium style" of seating where one could go directly from the auditorium floor, up into the balcony without going into the lobby.
From the balcony the vista of a tree-lined row of building tops interspersed with statuary created a romantic view under the starry sky as projected clouds drifted by.
Like all theaters, the Venetian Theatre suffered with the coming of television and the consequent loss of its audience, and with the decay of the neighborhood, the theater closed permanently in 1954, even though it had a fully rigged stagehouse capable of putting on local talent shows or the like.
It subsequently became a furniture store, which put a suspended ceiling in the auditorium, and then the Venetian Sales Co. which used the auditorium for a warehouse and the once ornate lobby for a liquor store.
When these businesses moved out, it sat abandoned, the utilities disconnected, and awaited the city's decision to spend the many thousands of dollars to demolish it.
At the least, one could still admire the architect's classy facade design of brown tapestry brickwork framed by Italianate designs in glazed terra cotta ornament in buff, azure, and lemon yellow. The stepped and reticulate-patterned parapet with its elegant terra cotta urns endured for a while longer.
The Venetian Theatre was demolished in April 2007.
Contributed by James H. (Jim) Rankin
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My Uncle Charles Karabetsos owned the Theater from about 1960 to his retirement in the 80's, I worked at the theater from the early 60's while in High School and later through my college years at Marquette University.
While showing him My son's wireless laptop, I entered Venetian Theater Milwaukee, and he was quiet pleased (he's close to 90 now) to see the old building in its better years, the Marquee which had the large Venetian name was not on the Theater as I recall in the early 60's, there was a marquee that projected over the sidewalk, this is where you could list the coming and current attractions, it was removed in the late 70's or early 80's as I remember under a program that Milwaukee had for such hanging signs.
My uncle never operated a furniture company, the first business was a catalogue sales company (popular in the late 1950's and into the 60's. This was a general merchandise company, the interior was quiet difficult to work around, the slanting floors and high ceiling, in 1960 he put a suspended ceiling in the auditorium, this held up for about 10 years more or less as the roof always leaked.
He sold a variety of items, almost like a general store, during the Holiday season he had a very large toy department, this was prior to Toy's R Us. The decline in toy sales and the impact of competition always presented new challenges, he used the stage area for warehousing of Proctor And Gamble soap items for the Coin Op. laundry business, the upper area was rented for several years to a person who sold sewing machines and developed a brush stroke technique to show how the "masters" painted on canvas, he attempted suicide after a partner embellished money from the company, for 20 years time stood still with all his stuff, occasionally we would salvage something to use for a sign or a part. In the 70's we were able to obtain a liquor license, the seating area was left un-heated and used to warehouse large quantities of soda, beer and soap. The front or lobby became a neighborhood grocery and liquor store. My uncle sold the building and liquor business in either the late 80's or early 90's and since then I believe it has been closed entirely. In all the years that I worked there I don't think I ever took a picture.
What's quiet interesting is that I travel to Cuba under a Treasury license, in Cuba there are many old Movie theaters still operating, I will occasionally go to a movie, just to experience the grandeur of a 1000 set movie theater, the over-stuffed seats, no leg room rows.
Thanks for making this post possible.
Steve Faytis
Sanibel Florida