University Square Shopping Center
The last campus-area commercial movie theater closed two decades ago.
University Square as it looked in the 1980s, when its lineup included a B. Dalton bookstore and a copy shop. University Archives
In May 1975, the UW community became the center of Madison’s cinematic universe with the opening of the University Square Four: “Madison’s 1st Four-Theatre Entertainment Center,” according to ads. Patrons could go to just one address — the corner of University Avenue and Park Street — and have their choice of four different films.
A newspaper ad for the theater’s opening. University Archives
Or rather three films, on the day the theater opened. Screens one and two both showed Gone in 60 Seconds, while three had Alice Doesn’t Live Here Anymore and four had Chinatown. Not everyone was upbeat about the opening. Projectionists Local 251 picketed in front of the doors, asking for higher pay from U Square Four’s owner, American Multi-Cinema (AMC). AMC responded that U Square was fully automated and so didn’t need full-time projectionists. But in spite of the unpromising start, U Square Four lasted 30 years.
The University Square shopping center contained more than a movie theater, of course. Its single story covered 60,000 square feet, taking up much of the south side of the 700 block of University Avenue. It hosted the Discount Den (later just the Den); it was the original home for Madhatter bar; and it was the longest-lived of the many locations for Paisan’s Italian restaurant.
In 2001, U Square’s ownership announced a plan to redevelop the old shopping center, replacing it with a multistory structure that includes an apartment building (The Lucky) and UW offices. It took a few years for that plan to become a reality, but in 2006, U Square closed. The Den shut down in 2005. Madhatter moved to West Gorham, where it lasted another decade. Paisan’s moved to West Wilson, where it kept going until 2022.
But the theater had nowhere to go. Perhaps it was the revenge of Projectionists Local 251.
Published in the Winter 2024 issue
Comments
JimBrey November 20, 2024
After 18 months of informational picketing AMC and IATSE Local 251 signed a contract and union theatre technicians did projectionist duties as well as other theater maintenance. After some initial awkwardness everyone came to agree this was a great solution. I think Local 251 personnel were under contract until the theaters were closed. Now digital projection has finally eliminated the projectionist role but some theaters still employ theatre technicians.
John McClellan November 21, 2024
What a blast from the past the University Square article is! I worked at Discount Den around 1979-80, and Tim (the owner) was a great guy to work for and with. We moved the store in one day from the first location across from Paisan’s to the other where First Federal used to be, facing the interior plaza. We knew pretty much everybody who worked at the Square because they came to us for everything. The theater folks would come over to chat for a few minutes while the movies were playing, the UW students shopped there all day every day, and a lot of UW employees were daily customers as well. If you were working the closing shift, somebody would run around the corner to the liquor store that faced University Avenue and grab a couple of beers to drink after we closed out the tills. We all spent a lot of time and quarters at Uncle Stanley’s too. I am a 1981 UW grad and the whole experience was fantastic, but I think I had the most fun working at the Den!
Duane McLaughlin November 21, 2024
A point of geography in reference to the first paragraph of this article: the University Square mall was located on Lake Street between University Avenue and West Johnson Street. On the corner of University Avenue and Park Street is the building in the background of this picture: Vilas Hall.
Otherwise, great article, wonderful memories, and keep ’em flying.
Gerard Brosnan November 21, 2024
I enjoyed reading the history of University Square. As a freshman living in Ogg West during 1977-1978, I used an automated teller machine for the first at the Square. This, of course, was the TYME (Take Your Money Everywhere) machine. I recall making frequent transactions usually withdrawing five dollars, perhaps the minimum amount, but sufficient for a night out or two.
Robert A Bertelsen '78 November 30, 2024
It was fun to read about University Square and take a walk down memory lane. My dad, Arnold Bertelsen ’52, expanded his gift shop empire when he opened Nesletrebs in University Square. I think the shop opened the same time the center opened. He already had a thriving shop on State Street, Pillar to Post. The shops gave him an excuse to make regular visits to Madison. He loved the atmosphere there. My brother Dave and I worked shifts at both shops for extra cash while going to school. It was always a fun place to work especially at holiday time. By 1980-81 Dave and I had graduated and moved on. About that same time my dad sold all of his shops (he had 6 in Wisconsin and Minnesota) and began another career. But he still made frequent trips to Madison, usually to attend a football game.
Thanks.