Wauwatosa's Rosebud upholds close-knit community after 83 years

People in the East Tosa neighborhood may stroll into Rosebud Cinema Drafthouse for one of two reasons: the couches or the beer.

And then there are the movies.

Offering patrons a cool glass of Lakefront I.P.A., Riverwest Stein, Miller Lite or any one of its local taps, Rosebud Cinema Drafthouse delivers comfort with a side of Hollywood.

First-run films such as The Amazing Spider-Man or Captain America have appeared on the single-screen cinema which was built in 1931 and seats 160. It is one of three theaters in the Neighborhood Theater Group alongside The Times Cinema on W. Vliet St. and the Avalon Theater, S. Kinnickinnic Ave., which is undergoing restoration.

Rosebud's infrastructure hasn't changed since it was opened by Ross Baldwin at the height of the Great Depression. At that time, admission was only 25 cents, according to a historical report provided by Neighborhood Theater Group.

The only major change to the cinema has been its switch from traditional theater seats to cozy couches, a decision made by an owner in 1999.

"It's kind of the thing that people remember about this place," said John Brannan, director of operations for the theater group. "I'd like to think there's not a theater like it in Milwaukee."

Rosebud patrons tend to flock from a five-mile radius of the cinema, oftentimes on foot.

Attendance numbers have not changed much since last year but revenue is up about 10 percent due to increased sales of 3D pictures this summer.

"If it's available, we'll play it in 3D," said Brannan.

Rosebud Cinema and The Times Cinema used to be owned by Marcus Corp. Their ownership switched in 1999 and then again in 2012 when Lee Barczak of the Neighborhood Theater Group purchased the two. Barczak purchased the Avalon in 2005, while it was still inoperable.

Maintaining historic integrity

Brannan said the neighborhood has always responded well to the Rosebud.

"(People) still want that experience that they're not at a multiplex. There's a different feeling going to a movie here than a multiplex," said Brannan.

The small, community feel extends all the way to the staff, as the cinema employs no more than 10 people. All employees, even Brannan, do everything: clean the carpets, pop the popcorn.

"Everyone here pitches in. It's fun," said Brannan.

The Rosebud's close-knit workplace mirrors its origins under Baldwin's ownership in the 1930s. He and his family lived across the street from the Rosebud. Baldwin worked as the projectionist, his wife, Dorothy, sold tickets. His son, Franklyn, worked as an usher, and his daughter Jean Mary took tickets at the door.

While the Rosebud was built strictly for cinema, the Avalon was constructed in 1929 and housed vaudeville. The Avalon also was the first Wisconsin movie theater built for movies with sound, said Brannan.

The last film screened at the Avalon was 2000.

"(Barczak) used the Rosebud and The Times as an entry into the industry to learn the ropes, develop relationships with film studios and (help) to get the Avalon open," said Brannan.

The Avalon had been expected to open in August but has been pushed back to reopen at an unspecified date in 2014, said Brannan.