Java 8 update with O(n) time complexity (and only 1 line):
int maxLength = Arrays.stream(bitStr.split("0+"))
  .mapToInt(String::length)
  .max().orElse(0);
See live demo.
This also automatically handles blank input, returning 0 in that case.
Java 7 compact solution, but O(n log n) time complexity:
Let the java API do all the work for you in just 3 lines:
String bits = "100011101100111110011100";
LinkedList<String> list = new LinkedList<String>(Arrays.asList(bits.split("0+")));
Collections.sort(list);
int maxLength = list.getLast().length(); // 5 for the example given
How this works:
bits.split("0+") breaks up the input into a String[] with each continuous chain of 1's (separated by all zeros - the regex for that is 0+) becoming an element of the array  
Arrays.asList() turns the String[] into a List<String> 
- Create and populate a new 
LinkedList from the list just created 
- Use collections to sort the list. The longest chain of 1's will sort last
 
- Get the length of the last element (the longest) in the list. That is why 
LinkedList was chosen - it has a getLast() method, which I thought was a nice convenience 
For those who think this is "too heavy", with the sample input given it took less than 1ms to execute on my MacBook Pro. Unless your input String is gigabytes long, this code will execute very quickly.
EDITED
Suggested by Max, using Arrays.sort() is very similar and executes in half the time, but still requires 3 lines:
String[] split = bits.split("0+");
Arrays.sort(split);
int maxLength = split[split.length - 1].length();