{image1}It's fun to reminisce about the good old days when movie lovers could see a film for under $5 and enjoy popcorn and soda at a price that didn't require a small bank loan. But believe it or not, this fiscally nostalgic bliss is still within reach at Milwaukee's historic Times Cinema, 5906 W. Vliet St.

In 1935, Americans were still fraught with the debilitating effects of the Depression; however, it was during this time that the Schwarz family decided to make a change that continues to benefit the Milwaukee community to this day. Converting their Pontiac dealership into a movie theater, the Schwarzs provided a unique venue for independent filmmakers, foreign films and movies falling outside of the mainstream. Then, in the early '90s, when things began looking grim for the little neighborhood cinema, the Levin family stepped in to save The Times.

"We saw that it was important in that the Washington Heights neighborhood wanted the theater to survive" Eric Levin says. "It certainly wasn't a practical thing.

"Single-screen theaters aren't of any value to the chains any more; they just aren't high profit enough. But we had experience running a single screen and while we knew that we weren't going to get rich doing it, we wanted to preserve the Times and do what we could to make it vital again."

{image2}With a capacity of 420 the theater runs on set monthly schedules, screening American classics as well as independent films and documentaries (all for a mere $4 a pop). Stepping inside ipatrons get a sense of what The Times must have been like during its early heyday with posters from "Casablanca" and "The Wizard of Oz" on the walls and a life-size statue of the great Alfred Hitchcock greeting visitors. Styled after designs popular in the '30s owners Sue and Eric Levin have worked hard to maintain its original decor.

"The Times is Milwaukee's only Independent movie theater." Sue Levin says. "And, we're the only ones in the state that do what we do. I believe it is our personal touch, the quality of on-screen performances and the quiet, respectful audiences that give our patrons the best possible experience they can have in a theater. We take pride in that."

No strangers to the inner workings of a cinema, the mother-and-son team behind The Times has had its hands in the business since Sue Levin worked on Chicago's "Film Row," at a company specializing in the distribution of low-budget films.

Meanwhile, Eric Levin has shared his mother's love for the cinema from a very early age. In addition to his involvement with the Times, Levin has been recruited to book the Milwaukee International Film Festival and has developed a company called Archival Releasing that specializes in the restoration and distribution of films that are otherwise difficult to find for viewings in theaters.

While some might perceive its position as a small independent theater as a setback, the Levins use this to their advantage. Autonomy from national chains and large corporations provides The Times with a uniquely independent cinematic edge over its larger competitors.

{image3}Frequently showing double features The Times affords patrons with what Eric Levin describes as a "big bang for their buck." And, as a very special treat, The Times screens 3-D films every three to four months, making it the only 3-D venue in Milwaukee.

Another popular draw, The Friday Night Freak Fest (every Friday night at Midnight), is a tradition running strong for the past six years and often features more recently released films (upcoming Freak Show headliners "American Pie" and "Donnie Darko" were both released within the past five years). But best of all, The Times designates 50 percent of its scheduling to patron requests!

"It is an interesting business." Sue Levin says. "And while the contact with the public is great. Whenever I want to see a good film I just go into The Times and watch it. We're built mostly on customer satisfaction, and we have lots of that."

Certainly, The Times Cinema is one of Milwaukee's finest gems, and it is not at all surprising to learn that the people keeping this neighborhood theater afloat are two of its biggest fans.