Rivoli Theatre
W62 N567 Washington Avenue,
Cedarburg,
WI
53012
W62 N567 Washington Avenue,
Cedarburg,
WI
53012
1 person
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(From ‘Boomers!’, Feb. 2010)
Cedarburg’s Retro Rivoli Draws Mainstreet Raves
by Kellie Huber
In 1889, Boerner’s dry goods store was built in the heart of downtown Cedarburg. When business waned, a Milwaukee movie mogul assigned the storefront a new identity and opened the building as a cinema in January 1936. The Rivoli, located at W62 N567 Washington Avenue in Cedarburg has been a movie venue ever since.
Although the Rivoli had been operated by Marcus Theatres for many years, Marcus decided not to renew its lease in 2006, an action which would force the 250-seat single screen theatre to close. Many residents felt the charm of their quaint town would suffer without the cinema. Public opinion prevailed, and the Cedarburg Landmarks Preservation Society (CLPS), a small Cedarburg non-profit group, committed to restore the building to its former glory.
Approximately $1,000,000 was spent to purchase and restore the building. Many professionals and craftsmen donated services and materials, while individuals, foundations and community organizations donated nearly $600,000. As the restoration continues, people continue to donate, showing overwhelming support for the project.
Opening in January 2007, ticket prices were reduced to $3, and tickets are only $2 on Tuesdays. In addition, concession prices were cut in half. The new business model included a commitment to family entertainment, meaning that R-rated films are not shown. Typical Rivoli fare includes animated cartoons, romantic comedies, and classics, among other films that are appropriate for all ages.
Over 900 people from Cedarburg and the surrounding area form the volunteer work force. Although a professional projectionist is paid each day to operate the theatre, four to six volunteers per show manage all ticket sales and concessions. Seven p.m. showings are offered daily and matinees are offered on Saturday and Sunday. Sell-outs are common Saturday and Tuesday nights.
The revised plan has been a hit with the public. Attendance reached 22,000 in 2007, jumped to 36,000 in 2008 and exceeded 48,000 for 2009. As a result of this initial success, the CLPS has undertaken plans for the 2010 restoration of the auditorium.
The retro Rivoli has beaten the odds. Established in a renovated storefront, abandoned by its parent company, and then lovingly restored by local residents – this local treasure will continue to draw young and old alike for many years to come.
That photo is really great, the Vitrolite just makes the front of the theatre.
Yes, what a difference. Mr. Dunn’s work with Vitrolite is truly amazing! If anyone knows of available Vitrolite, please contact him at this website. www.vitrolitespecialist.com
This theater looks great. Compare what it looks like now to the 1983 photo. What a difference.
This amazing exterior is Vitrolite done by Tim Dunn, Vitrolite specialist located in St. Louis MO.
This is a 2009 close-up photo.
1983 Photo
Here is the Rivoli with it’s new look.
Visiting my parents this weekend, I drove by and the 1930s facade has been returned to this theatre. Did not have my camera to take a photo
The current website is :
http://www.rivoliofcedarburg.com/
Here is another photo of the Rivoli:
http://tinyurl.com/257geq
1950s photo and a modern photo of the Rivoli.
The web site for the organization now operating the Rivoli in Cedarburg is: http://www.revivetherivoli.org
12/24/2006 article about the Rivoli.
“Rivoli to reopen Friday with lower prices: Community group takes over 70-year-old Cedarburg theater.
Source: Milwaukee Journal Sentinel
Byline: Lawrence Sussman
Dec. 24—CEDARBURG — The Rivoli Cinema is getting a second life as a volunteer-run, family-friendly facility that features movies along with lower ticket and concession prices.
The cinema closed Wednesday as a part of Marcus Theatres Corp. It will reopen Friday as a part of Rivoli Theater LLC.
Jerry Voigt, president of Rivoli Theater LLC, believes that this could be the first community-run cinema in metropolitan Milwaukee.
The one-screen facility with 280 seats in downtown Cedarburg will open Friday . with the showing of “Flicka,” a movie about a 16-year-old girl and a wild mustang starring country singer Tim McGraw as the girl’s father.
Under the new ownership, the Rivoli will have a show nightly at 7 p.m. There will be a late show on Friday and Saturday nights, with the showtime to be determined by the length of the film. There also will be a 3:30 p.m. show on Saturdays and Sundays.
The theater, which celebrated its 70th anniversary this year, will not show any R-rated movies, said Voigt, who added that he expects that many of the best current films will come to the Rivoli as second-run features, similar to the way that Marcus ran the operation.
Ticket prices will be $3 at all times except Tuesday nights, when tickets will be $2, Voigt said. Marcus had been charging $4 on Friday and Saturday nights and $3 for other shows.
“We’re truly reviving the Rivoli,” Voigt said. “Our plan is not to just to continue to run the theater. It’s to restore it.”
He said that the new cinema operation will rely on many volunteers to save money.
“We expect to make a profit, and it will be used to continue the restoration of the theater,” Voigt said.
Mark Zimmerman, who has been involved in a number of older theater operations in Milwaukee for 30 years, has been hired to run the Rivoli.
Plans call for restoring the Rivoli’s ticket booth and faE*ade in April.
Voigt said the venue’s seats are OK, but they are not up to the same standard as some of the newer cinema complexes.
“We want to have the seats upgraded, but we need to show a profit to do so,” he said.
Mayor Greg Myers said he believed that the new Rivoli could successfully be a complement to the new theater complexes.
“It can provide an alternative to the big theaters,” Myers said.
He also said the Rivoli is an important part of the city’s historical downtown, “not only as a landmark, but it has provided an entertainment opportunity for Cedarburg citizens for many years”.
Opening day: January 11, 1936.
The premiere program: “A Tale of Two Cities”, with Ronald Colman in a dual role.
The Rivoli will reopen about January 1, 2007 under volunteer ownership and operation. Admission will be $3.00; $2.00 on Tuesdays.