On Friday, Sept. 19, The Rivoli Theatre and Pizzeria celebrated its 105th birthday with a special showing of “The Wizard of Oz”. This event featured 1920s pricing on admission tickets and popcorn: A singular ticket for just 30 cents and a small popcorn for 25 cents. This honored the many years of history the Rivoli holds, since it first opened back on Sept. 19, 1920.
People may know the Rivoli for its prominent location on 4th Street in downtown La Crosse, or for its large marquee sign on the front of the building. However, the inside of the Rivoli is something worth seeing, and is unlike the modern movie theaters seen today.
The Rivoli features a classic, Spanish style courtyard motif that has been a significant part of its architecture since the 1920s. The interior features staircases, half turrets and windows making the inside walls look like a castle. The ceiling looks like a sky, complete with small lightbulbs, giving the illusion of an open-air sky looking at stars.
“In the 30s is when they painted the sky on the ceiling, this kind of ‘palace style’. It was a trend back then, to bring the outdoors in,” said Jennie Krantz, the Rivoli Events Manager.
It also has many alcoves in the walls. Behind one, a secret room which held an organ. The Rivoli’s Page Organ was played by a blind organist, Walter Goetzinger, who was one of the most extraordinary musicians in La Crosse history.
In 1926 the Rivoli was enlarged, adding a balcony and enlarging the stage. It was later closed in 1986 and sat empty for several years. It was rescued and revived by Thomas (Tom) Misco, who bought the building, and it became a project of his for 27 years.
“We really give a lot of credit to him, for keeping the theater alive. It’s really because of him that we are still a functioning movie theater,” said Krantz.
The doors reopened on April 15, 1994. Tom Misco continued to work to improve and renovate the theater, while keeping much of the original interior architecture. The Rivoli’s second screening room opened on June 25, 1999, and is located in a former lounge, which was later renovated. This room was later named after Tom Misco, who passed away in December of 2021. Later, the theater was sold to the Gelatt family in 2022.
There have been even more unique pieces of history in the Rivoli discovered since then. Down the hallway (by the restrooms) in the Rivoli, there is a wall, where the new owners in 2022 thought that would be a great space for a mural.
“When they started stripping down the wallpaper, they found there was already a mural back there, and we don’t know who the artist is. We think it was probably painted in the 1930s, as an addition. It seems to be kind of an art deco Spanish style piece,” said Krantz.
They preserved this piece and viewers can now see it, as they visit the Rivoli and walk around the halls. However, there remains a lot of history that is hidden within the Rivoli’s interior.
“We think there’s a secret mural, that used to be above the screen before it was renovated and painted over. There are so many sketches of it and articles on it,” said Jennie Krantz.
This entire event overall, is all about taking a moment to travel back in time, to remember and admire the Rivoli for its many years in La Crosse and the history within it.
“We feel so passionately about movies and film. It’s not just entertainment, it’s a way to connect, and engage with the community,” said Jennie Krantz.
The Rivoli strives to be budget friendly and accessible to the whole community. It has $2.00 Tuesdays, where people can come see any movie for $2.00, as well as student Thursdays, where any student or faculty can come by with their school ID and get in for $3.00.
Those are great nights to go and stop by to see what the Rivoli has to offer and engage with the La Crosse community while enjoying the history.
