Rex Theatre

408 S. 4th Street,
Louisville, KY 40202

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Joe Vogel
Joe Vogel on September 27, 2026 at 2:45 pm

Advancing the admission price from ten cents to fifteen cents in February, 1916 apparently didn’t work out for the Rex. This item from the July 29, 1916 issue of Moving Picture World tells of another policy change: “Rex Cuts Prices for First Time. Louisville-The Rex theater, formerly the Novelty, went from 10 cents to 5 cents on Sunday, July 16. The theater is one of the oldest of the medium-sized downtown houses, and has played at 10 cents since its opening in the fall of 1911. Prices may be raised again next fall, when business picks up with cooler weather.”

Joe Vogel
Joe Vogel on March 4, 2014 at 2:14 pm

The Rex Theatre was built in 1911 as the Novelty Theatre, as reported in the July 29 issue of The Moving Picture World:

“Work of construction was commenced last week at 410 South Fourth Avenue, Louisville, where The Novelty, a $30,000 theater, to be managed by the 3-Falls-Cities Amusement Company, will stand. The old building, which occupied this prominent downtown site, has been razed and by September 15, one of the handsomest moving picture houses in the South will have been reared. M. Switow, president of the 3-Falls-Cities concern, says that no expense will be spared to make the Novelty one of the most up-to-date establishments below the Mason & Dixon line.”
The Novelty suffered construction delays, and didn’t open until early 1912. Here is part of the article about the opening in The Moving Picture World:
“The newest, one of the largest and one of the most magnificent moving picture theaters in the entire South, was opened recently in Louisville, Ky., in the heart of the retail shopping district. The new showhouse is called The Novelty. The house is extremely novel from an architectural standpoint. The dimensions of the structure permit of its being a real theater. Its capacious lobby and commodious auditorium are richly furnished. The auditorium is a marvel of novelty. Comfortable seats, spaced well apart, broad aisles, and an interior that is as bright as day even while the pictures are being shown, combine to make the Novelty interior emblematic of the name of the house in the highest degree.”
After several changes of operators, the Novelty Theatre was remodeled and reopened as the Rex Theatre in 1916, as reported in the March 18 issue of The Moving Picture World:
“NEW REX OPENS

“The remodeled Novelty theater, of Louisville, under a new title, ‘The Rex,’ was re-opened to the public on Sunday, February 26 as an exclusive ‘Mutual Masterpicture De Luxe’ feature house.

“The theater has been thoroughly renovated, painted and decorated, and the seats have been covered with white canvas jackets. The house, now makes a very attractive appearance, and night admission prices have been advanced to fifteen cents. Manager Koch reports that the advanced price is being tried out, and it is probable that the old price of ten cents will be put back, as there are too many theaters in the district showing at ten cents.”