The Theaters of Goetz: 1923 The "Rex" in Milwaukee and a Platteville Mystery
1923 was a year of explosive growth for the Goetz Brothers. Previously, I’ve written about the “Rex” in Beloit and the “Crystal” in Watertown, WI which were both acquired in this year. Today, I’m going to add two more: a mystery theater in Platteville and the “Rex” in Milwaukee.
Part of this expansion was made possible through the brothers’ partnership with the Community Theater Company of Milwaukee, run by William F. Pabst, who was probably part of the influential Pabst brewing family. This was also the year that Chester Goetz divested from the Monroe theater business, as his brother Leon had done in 1921 (though without the social scandal).
The Goetzs’ explosive growth would continue in Milwaukee for the next few years, the home territory of Community Theaters, which helped pay for the Platteville project but not the Milwaukee “Rex”.
Moving Picture World article of May 12th, 1923.
The above snippet caused me considerable work trying to locate other references to a Goetz Theater in Iowa. I couldn’t find any. Added to that, the numerous spelling mistakes have lead me to believe that “Iowa” should be “Wisconsin” and “Monroc” should be “Monroe”— implying this piece of news was three years out of date when it was published. “Roundtree Avenue” should be “Rountree Avenue”, named after one of the founding fathers of Platteville, WI. So, my estimate of the extent of the Goetz Theater Empire has shrunk by one state, Iowa, leaving Wisconsin and Michigan as survivors. The name of the Platteville theater mentioned above has also eluded me and until local archives reopen, will remain mysterious.
There still exists a theater on the corner of Rountree and Main (though I believe the last block of Rountree is now called South 2nd Street). The Avalon building dates from 1931 and I have been unsuccessful (so far) unearthing its earlier history. If the site of The Avalon is different to that of the Mystery Goetz Theater, the two premises would have been neighbors— an interesting business decision but not unheard of in this phase of the industry.
A recent photograph of the Avalon Cinema in Platteville, after its historically accurate renovation. Thanks to Avalon Cinema.
A Google Maps image of the intersection where the Goetz Platteville Theater would have been located. “S 2nd Street” is named Rountree Avenue two blocks south of the intersection with E Main St.
There were other theaters in Platteville, which unfortunately have been lost:
“Before designation as a Commercial Historic District in 1990, several buildings were torn down in order to accommodate for parking and “modernization.” During that time, Platteville lost a theater, the Masonic Temple, two hotels, a clock tower church and several smaller buildings, c 1880. Thanks to the foresight of Joanne (Eastlick) Reese, the district is now protected by a Historic Preservation Ordinance and Historic Preservation Commission. The community of Platteville owes a debt of gratitude to Joanne for her diligence and love of her childhood home.”
Whether this lost theater or the Avalon were originally owned by the Goetz Brothers and their Milwaukee partners will be a story for a different time. For now, we move on to the brothers’ first Milwaukee holding, the “Rex”.
When the Goetz brothers stepped into the Milwaukee theater market, they broke the crust on a mess the extent of which they had no comprehension. Milwaukee was the jewel in the WI film industry crown, and held sway far beyond its size in the national film industry, partly thanks to visionaries like John R. Freuler. Unfortunately, there were many treacherous undercurrents too, which we’ll look at in detail as we explore the brothers’ additional Milwaukee acquisitions.
Moving Picture World, May 26th 1921.
The “Rex” was small compared to Ellis’ other other holding, the Majestic, which was already 15 years old by 1923. I could find no information on the “Wilson”.
Majestic Theater in Milwaukee, WI courtesy of CinemaTreasures.org.
Interior of the Majestic Theater in Milwaukee, WI. Courtesy of CinemaTreasures.org.
What the Goetz brothers may not have realized was that these old Vaudeville era theaters represented a dangerous over-supply of seats in the city center. While this newspaper snippet states that the brothers also recently opened the “Strand” in Beloit, I think it’s likely that this is another error and “Strand” should read “Rex.”
What may also strike readers as strange is that Community Theaters, the brothers’ investment partner in Platteville, was not party to the purchase of the “Rex”, which was located in Pabst’s home territory. If anyone was in a position to advise on the purchase of such a concern, it would have been Community. This is the first in a series of red flags; as time passed the Goetz investment footprint would diverge widely from that of Pabst’s holding company. While the smart money was going rural, Leon and Chester were trying to break into Milwaukee’s urban heart.
