{image1} There still may be a twinkle of hope in those stars that twinkle on the ceiling of the historic Avalon Theatre in Bay View. At least that's what residents and business owners of this friendly South Side community are wishing upon.

At issue is the life of one of Milwaukee's last remaining theaters dating from the roaring '20s and community support to save it.

Twenty years ago, a trend started sending neighborhood movie theaters into decline. It marked the arrival of multiplex theaters and the introduction of home videos.

"If you read the studies of movie theaters across the country you would see that during the 1980s they experienced a down fall," says Charles Livermore, president of the Bay View Business Association (BVBA) and owner of Eyez Unique. "But there's been a revival, particularly with old movie theaters."

Now 75, the Avalon Theatre, located at 2469-2483 S. Kinnickinnic Ave., sits patiently quiet like one of those silent movies it first featured. There may be a light flickering in that old projector, after all.

Nearly three years have gone-by since the curtain dropped on the old gal while its current owner tried in vain to find good use for the building.

In the 1990s, Craig Ellsworth, who owns the building, operated the theater until he couldn't attract enough moviegoers. In addition, his efforts to persuade the city of Milwaukee to grant the palace a liquor license comparable to other local theaters fell on deaf ears. So, Ellsworth has had to entertain thoughts of converting the building into office space.

That's where this debate actually begins. To the community, the Avalon represents the cornerstone of Bay View. To the owner, it's an unfulfilled asset. Finding a happy medium became imperative to both.

The BVBA stepped in to try and dissuade the owners from turning this landmark into an office space even though several attempts to find new buyers failed. It was a delicate situation.

"Oh definitely," says Tim Richter, Vice President of the BVBA and partner in Copernicus Design Group. "We would like it to remain as a theater. That would be an anchor point for Bay View. But as a business association, we understand his concerns. We've tried to work together."

Livermore spearheaded the efforts to assist in finding a solution for the dilemma when he started "Friends to Save the Avalon." His group sent out 2,100 e-mails and hundreds of flyers throughout the community as well as contacting the media in any effort to generate support. "Numerous of people came into my store, hundreds of e-mails and my phone line has been tied up hours on end in support of this move," Livermore says. "This neighborhood rallied together to save this theater."

According to a posting on The BVBA Web site, "(Friends to Save the Avalon) goal is to act impartially to come up with solutions for the leasing, or purchase of the Avalon by an individual, business, group or organization who will keep it as a theater," writes Greg Harris, association member and owner of Electronic Communications. "(The committee) is also working to find answers to neighborhood concerns about the increased traffic it could potentially bring to the area. Keep in mind the Avalon has been here since 1929, and over the decades, few problems occurred."

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In its day, the Avalon's 10,000 sq-ft. Spanish-style auditorium formed a charming setting for some 1600 patrons under that signature ceiling "starry sky." Such skies were adorned with electric stars and projected clouds and were surrounded with a line of blue "horizon" lighting which was originally concealed by glycerin-preserved shrubbery and foliated arbors along the parapets atop the two flanking arcades over the exit ways.

The "Stars and Clouds" type of theater decor was called the "Atmospheric Type" to distinguish it from the Standard or "Hard Top" type. The Avalon is the only one remaining of the six "atmospherics" once operating in Milwaukee. The others that have since closed were the Egyptian on North Teutonia Avenue, the National on West National Avenue, the Venetian on West Center Street, the Zenith on North Hopkins Street and the Grand at North Holton Street.

Milwaukee couldn't afford to lose another Grande Dame, says Livermore.

But recently, Bay View received a bit of good news when it held an open forum meeting at the Beulah Brinton Community Center. With several interested local politicians in attendance, including State Representatives John Richards and Christine Sinicki, Alderwoman Suzanne Breier and State Senator Jeff Plale, the BVBA introduced Jay Hollis, owner of Rosebud, a Cinema Drafthouse in Wauwatosa at its standing room only gathering.

According to Richter, Hollis is a potential buyer and would work on restoring the Avalon as an entertainment complex.

"Mr. Hollis is interested in not only maintaining the theater but also the aesthetics," Richter points out. "The ceiling of the Avalon is made to look like you're under a starry night. It creates the feeling that you're watching a movie under the open sky."

Hollis has revived the Rosebud in harmony with its neighbors according to Harris' posting. "Jay Hollis is an experienced business owner, who has already accomplished bringing an old theater back from the edge of existence and making it profitable, vital part of it community," Harris writes. "He has similar plans for the Avalon, and he will need our help in the coming weeks to make it possible to return her to service."

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Richter concurs. "The Avalon is in the process of being designated as a landmark," he says. "And the wonderful thing is the Avalon is still in excellent condition. Certainly, there would be some updating needs, particularly with equipment but the structure and the interior is maintained well."

He adds that the BVBA is cautiously optimist that a deal can be reached soon.

"I would say the negotiations are very encouraging," Richter says. "I believe things are moving in a positive direction. We're trying to help both sides work matters out. But it is confidential at this time. We respect that and continue to hope things will work out for all concerned."

Livermore adds, "We've been in negotiations meeting for many, many hours, every day over the last few weeks trying to help put this deal together."

With the local business association's working overtime in recent weeks, Bay View may have its wish come true.