Whitehouse Theatre

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Uploaded on: February 14, 2017

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Pioneering Milwaukee theatre owner John Rudolf Freuler opened his first theatre in 1905 – the Comique, a Milwaukee nickelodeon. Freely launched the Whitehouse under Central Amusement Co. back in the 1910s. At the end of his studio career, Frueler returned to his beloved Milwaukee roots and renaming the Whitehouse as the Atlantic Theatre.

But times had changed and Frueler badly misjudged the market with both his remodeled Century in 1950 and the Atlantic on the market up for sale. With taxes mounting up and no buyers for the failing properties, the Atlantic would be demolished within three years to avoid further taxes. But this was a happier shot in 1952, anyway, and a wider look than previously seen showing the “Whitehouse” logo replaced with the Atlantic moniker.