5th Avenue Theatre
118 5th Avenue N,
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Previously operated by: Paramount Pictures Inc.
Architects: Jack J. Liebenberg
Firms: Liebenberg and Kaplan
Functions: Live Music Venue, Live Performances
The 5th Avenue Theatre was a single screen 600-seat movie theatre. It was opened on November 24, 1937 with George Raft in “Every Night at Eight”. It was operated by Paramount Pictures Inc. through their subsidiary John Friedl. It continued until at least 1950.
It was the home of the La Crosse Community Theatre from 1968. In 2013 the Community Theatre moved to a new home on the banks of the Mississippi River and the theatre on 5th Avenue is now known as the Cavalier, a live performance and live music venue.
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i saw “the wizard of oz” at the “fifth avenue” in 1951-2, attending an afternoon matinee with my mother, louise c. heintz. i was 4, and it was already an old movie, but my first viewing. back then, most movies were black and white. but mom got me excited by saying we would see a color film. when the titles and first scenes appeared in B&W, i was profoundly disappointed, and showed it. “shh! just wait!!”, was all she said. when dorothy landed in oz and walked out of her house into a colored landscape, i figured it all out!>>>after the theatre closed, i believe “the cavalier” next door operated a restaurant in the space for a while.
Grand opening ad: 5th Avenue theatre opening Tue, Nov 23, 1937 – 4 · The La Crosse Tribune (La Crosse, La Crosse, Wisconsin, United States of America) · Newspapers.com