The Rivoli Theatre

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.

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

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

• Movie theater operations
• Cinema screenings
• Pizzeria concessions
• Private event rentals
• Theater memberships

Headquarters

HQ city

La Crosse

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Ticket Sales: Revenue from regular-priced movie screenings, Cult Night events, and special one-day screenings. Discounted tickets available through membership programs.
2. 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.
3. 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.
4. 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.
5. 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).
6. Merchandise Sales: Sale of Rivoli Theatre merchandise through Etsy shop (TheRivoliTheatre). Also sells gift certificates.
7. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Agile Ticketing SolutionscoreTechnology or IntegrationThird-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

Direct 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

• Facebookfacebook.com/RivoliTheatrePizzeria
• Instagraminstagram.com/rivoli_theatre

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Rivoli Theatre