The Rivoli Theatre
The Rivoli Theatre is a historic, single-venue independent movie theater and pizzeria in downtown La Crosse, Wisconsin, serving the Driftless region with second-run films, cult movie nights, private event rentals, and on-site pizza and concessions.
- Company typePrivate
- Founded1994
- HeadquartersLa Crosse, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Rivoli Theatre does
The Rivoli Theatre is a single-venue independent movie theater and pizzeria located at 117 4th St N in downtown La Crosse, Wisconsin, operated by Rivoli21 LLC. The business screens second-run, indie, and cult films in a 300-seat Main Theater (with table seating) and a 50-seat Screening Room, and complements screenings with an on-site pizzeria serving 7" to 16" pizzas, gluten-free options, popcorn, soft drinks, beer, and appetizers, plus combo packs. It runs differentiated programming including Cult Movie Nights and RAD special events, free Green Bay Packers football game screenings, and offers private event rentals (birthday parties, corporate events, school and community groups) with a minimum $50 deposit.
The venue monetizes through six streams: ticket sales (online via Agile Ticketing Solutions and at the box office), food and beverage, two annual membership programs (Rivoli Individual/Dual/Family at $60/$100/$160, and Cult Club at $15), private event rentals, merchandise via an Etsy storefront, and donations/seat sponsorships for the Misco Screening Room renovation. Go-to-market is direct-to-consumer and community-rooted, leveraging a website, email newsletter, Facebook/Instagram, and annual engagement campaigns (Oscars predictions contest, photo contest). Distribution is hybrid: physical box office plus an online ticketing platform, with no mobile app or proprietary technology stack beyond standard cinema projection.
The Rivoli21 LLC entity succeeded founder Thomas Misco (a civil engineer who purchased and reopened the venue in 1994 after its 1986 closure) in 2023 and is privately held with no disclosed external funding, institutional investors, or board composition. The team is small and hourly ($12-$14/hr for part-time Front of House and Shift Lead roles). Geographic footprint is the La Crosse and Driftless region of the upper Midwest; there are no disclosed plans for multi-location expansion.
The Rivoli Theatre firmographics
Firmographics- Name
- The Rivoli Theatre
- Legal name
- Rivoli21 LLC
- Website
- https://rivoli.net
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Rivoli Theatre is a historic, single-venue independent movie theater and pizzeria in downtown La Crosse, Wisconsin, serving the Driftless region with second-run films, cult movie nights, private event rentals, and on-site pizza and concessions.
- Ownership category
- akta.pro rank
The Rivoli Theatre industry classification
Industry- Product category
- Independent Movie Theater
- NAICS
- Motion Picture Theaters (except Drive-Ins) (512131), Motion Picture and Video Exhibition (51213)
- SIC
- Services-Motion Picture Theaters (7830), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE)
- akta.pro secondary industry
- Private Screenings & Venue Rentals (Corporate, Parties) (MPADAKAJ)
Keywords
Where The Rivoli Theatre is headquartered
LocationHeadquarters
- HQ city
- La Crosse
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Rivoli Theatre business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Ticket Sales: Revenue from regular-priced movie screenings, Cult Night events, and special one-day screenings. Discounted tickets available through membership programs.
- Food & Beverages: On-site pizzeria serving pizzas in various sizes (7", 12", 16"), gluten-free options, popcorn, soft drinks, beer, and appetizers. Combo deals available.
- Theater Memberships: Annual membership programs: Individual ($60), Dual ($100), Family ($160). Benefits include discount tickets, popcorn/soda discounts, free refills, 15% off merchandise, exclusive newsletter, Member Mondays free showtimes, monthly mystery perks, birthday complimentary admission and pizza.
- Cult Club Membership: Annual membership at $15 providing official Cult Club member card, $1 off drinks, $2 off pizza at Cult Night events, and participation in movie selection voting.
- Private Event Rentals: Revenue from renting theater spaces for birthday parties, corporate events, film screenings, school groups, and community outreach events. Includes Main Theater (up to 300 guests) and Screening Room (up to 50 guests).
- Merchandise Sales: Sale of Rivoli Theatre merchandise through Etsy shop (TheRivoliTheatre). Also sells gift certificates.
- Donations & Seat Sponsorship: The Misco Screening Room fundraising campaign accepts donations and seat sponsorships to support theater renovations. Note: Not a 501(c)(3); donations are not tax deductible.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Individual Membership - $60/year |
| Subscription | Annual | Dual Membership - $100/year |
| Subscription | Annual | Family Membership - $160/year |
| Subscription | Annual | Cult Club Membership - $15/year |
| Unit Pricing | Pay-as-you-go | Pizza - Unit Pricing |
| Unit Pricing | Pay-as-you-go | Concessions - Unit Pricing |
| Unit Pricing | Pay-as-you-go | Combo Packs - Unit Pricing |
| Other | Multi-year contract | Event Rental - Minimum Deposit |
| Other | Pay-as-you-go | Employment - Hourly Wages |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
The Rivoli Theatre product offering
Product offeringCore offering
The Rivoli Theatre operates a single-venue community movie theater and pizzeria in downtown La Crosse, Wisconsin. It shows regular, cult, and special film screenings, provides on-site food and beverage concessions (pizza, popcorn, beer, soft drinks), offers private theater rentals for events, and sells annual membership subscriptions that include discounted tickets and perks.
Product overview
The Rivoli Theatre & Pizzeria is a single-venue, community-focused cinema and restaurant in La Crosse, Wisconsin. Its product portfolio is organized around a core theater experience — film screenings — augmented by on-site pizzeria concessions, multiple membership programs (Rivoli Theatre Membership in Individual/Dual/Family tiers, and RIV CVLT Cult Club), event rental offerings (Main Theater seating up to 300 and Screening Room seating up to 50), and supplementary offerings including gift certificates, branded merchandise, a dedicated Cult Movie Night newsletter, and RAD special events. The theater also hosts community fundraisers such as the Misco Screening Room renovation project. The venue operates year-round with evening and weekend hours and uses Agile Ticketing Solutions for its ticketing and membership infrastructure.
Differentiator
Problem solved
Functional benefit
Brands
- Misco Screening Room: A private screening room within the theater that seats up to 50 guests, currently undergoing renovation as part of The Misco project.
- RIV CVLT (Cult Club Membership)
Products and services
- The Rivoli Theatre and Pizzeria A historic community movie theater and pizzeria in La Crosse, Wisconsin, offering film screenings (regular, cult, RAD, and special events), concessions including pizza, beer, soda, and popcorn, and event/rental spaces. The venue serves La Crosse and the Driftless region with a community-focused entertainment experience.
- Main Theater Rental A large private theater rental option seating up to 300 guests with tables at all seats, available for birthday parties, corporate events, film screenings, school groups, and community organizations. A minimum $50 deposit is required for all rentals.
- Screening Room Rental
- Rivoli Theatre Membership
- RIV CVLT Cult Club Membership
- Pizzeria Menu and Concessions
- Gift Certificates
- Rivoli Merch Shop
Companies that use The Rivoli Theatre
Customer profileSegments3 records
Ideal customer profiles3 records
The Rivoli Theatre technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Rivoli Theatre partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Agile Ticketing SolutionscoreThird-party ticketing platform provider powering online ticket sales, membership purchases, gift certificate sales, and event registrations for the Rivoli Theatre.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
The Rivoli Theatre competitors and assessment
Company assessmentDirect peers
- Alamo Drafthouse Cinema: Boutique dine-in cinema chain combining film exhibition with full food and beverage service, table seating, and curated programming. Closest comparable business model to the Rivoli's hybrid theater + pizzeria concept, though at multi-location chain scale.
- Angelika Film Center: Boutique arthouse cinema with curated independent and foreign film programming and on-site concessions. Comparable on indie/cult film positioning and concession-driven revenue, though operating in larger metro markets.
- Coolidge Corner Theatre: Independent nonprofit arthouse cinema in Brookline, MA, hosting indie, cult, and repertory programming alongside special events and member benefits. Closest analog to the Rivoli's community-focused arthouse/cult cinema positioning with membership programs.
- B&B Theatres: Family-owned regional cinema chain operating across the Midwest and South with a mix of first-run and discount screenings, plus on-site concessions. Comparable as a family/privately-held Midwestern exhibitor serving smaller markets.
- Palace Theatre (Marion, OH): Historic restored single-screen community theater hosting films, live events, and private rentals in a small Midwestern downtown. Highly comparable to the Rivoli as a historic community cinema with event rental revenue and nonprofit-adjacent positioning.
Broad incumbents
- Marcus Theatres: Major regional cinema chain headquartered in Wisconsin with deep Midwest penetration. Comparable as a Midwestern cinema operator, though at much larger scale and with first-run focus rather than the Rivoli's community/indie positioning.
- AMC Theatres: Largest U.S. cinema exhibitor offering movie screenings, concessions, and event rentals nationally. Comparable on core exhibition and F&B revenue streams, but operates national first-run multiplexes rather than a single community venue.
- Cinemark Theatres: National cinema chain operating movie theaters with concessions and reserved seating. Comparable core exhibition and concessions model; differs by being a publicly-traded first-run chain without a dine-in/pizzeria component.
Regional players
- Main Street Cinema (Marcus): Smaller-format Marcus Theatres locations serving secondary Midwest markets with discount screenings and concessions. Comparable as a regional Midwestern discount/second-run cinema model competing for the same value-oriented moviegoer.
- Marcus La Crosse Cinema: Local competing cinema operator in the La Crosse market serving the same Driftless region moviegoers. Direct local competitor for ticket sales, concessions, and event rentals in the Rivoli's primary geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
The Rivoli Theatre social profiles
Digital presenceThe Rivoli Theatre financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Rivoli Theatre leadership team
Management profileNumber of profiles
The Rivoli Theatre funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Rivoli Theatre M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Rivoli Theatre
What does The Rivoli Theatre do?
The Rivoli Theatre operates a single-venue community movie theater and pizzeria in downtown La Crosse, Wisconsin. It shows regular, cult, and special film screenings, provides on-site food and beverage concessions (pizza, popcorn, beer, soft drinks), offers private theater rentals for events, and sells annual membership subscriptions that include discounted tickets and perks.
Is The Rivoli Theatre a public or private company?
The Rivoli Theatre is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Rivoli Theatre founded?
The Rivoli Theatre was founded in 1994. It employs 1 to 10 people.
Where is The Rivoli Theatre based?
The Rivoli Theatre is headquartered in La Crosse, United States, in the North America region.
How does The Rivoli Theatre make money?
Seven revenue lines are on record. Ticket Sales are the primary driver. The others are food & Beverages, theater Memberships, cult Club Membership, private Event Rentals, merchandise Sales and donations & Seat Sponsorship.
Who are The Rivoli Theatre's main competitors?
Direct peers on record are Alamo Drafthouse Cinema, Angelika Film Center, Coolidge Corner Theatre, B&B Theatres and Palace Theatre (Marion, OH). Broad incumbents are Marcus Theatres, AMC Theatres and Cinemark Theatres. Regional players are Main Street Cinema (Marcus) and Marcus La Crosse Cinema.
Does The Rivoli Theatre have an API?
No public API is recorded for The Rivoli Theatre.
What industry is The Rivoli Theatre in?
The Rivoli Theatre's product category is Independent Movie Theater. Its primary akta.pro industry code is MPAGALAE, Multipurpose Event Center Operations (Civic Centers, Community Event Complexes), with a secondary code of MPADAKAJ, Private Screenings & Venue Rentals (Corporate, Parties). Its NAICS code is 512131 and its SIC code is 7830.