Valley Theatre
1531 10th Street,
Gering,
NE
69341
1531 10th Street,
Gering,
NE
69341
No one has favorited this theater yet
Additional Info
Previously operated by: Gibraltar Enterprises Inc.
Previous Names: Muse Theatre, Riviera Theatre
Nearby Theaters
The Muse Theatre was opened on November 21, 1923 with Coleen Moore in “The Ninety and Nine”. It was reopened as the Riviera Theatre on July 5, 1931. It was closed in 1942. It reopened as the Valley Theatre on December 25, 1948. It ceased movies and became a community theatre in 1959, but closed in 1963 and it became an Elks Lodge. It was demolished in 1989.
Contributed by
Ken McIntyre
Want to be emailed when a new comment is posted about this theater?
Just login to your account and subscribe to this theater.
Recent comments (view all 2 comments)
Gibraltar Enterprises needs to be added as a former operator
The Muse opened November 21. 1923 as a 375-seat theatre by L.J. Cross & Son (Roy) with Colleen Moore in “The Ninety and Nine” at 1531 10th Street. An early problem found Roy Cross admonishing patrons for reading the title cards too loud during screenings. Earnest Holcomb took on the theatre in 1929 deciding not to convert to sound and operating with a heavy mix of live plays until 1931.
George W. Luce took on the venue equipping it with sound and a new deco front. Luce renamed it as the Riviera Theatre on July 5, 1931 with Dorothy Mackaill in “Once a Sinner.” In May of 1933, B.B. & Clara Grove took over the Riviera after foreclosure proceedings citing lack of rent. On October 16, 1937, W.H. Ostenberg took on the Riviera and Grove Theatre after B.B. Grove’s death but Clara Grove stayed on as manager. The Riviera closed in 1942.
After the War, Midwest Amusement Company and W.H. Ostenberg III took on the Riviera on December 25, 1948 renaming it the Valley Theatre after a refresh that included a new front and reduced seating count. LeVern DeBolt changed the policy to Spanish films on Thursday with Friday-Sunday English language films. After that went out of business, Myrl D. Cross leased the theatre in 1959 to the Platte Valley Community Theatre. The building was auctioned in 1963 becoming the Eagles Fraternal Lodge. That building was acquired by the city in 1989 and demolished. In its place was the city’s Gering-Municipal and Retail Complex (G-MARC) that was still in use in the 2020s.