So, you’re looking for a flick. La Crosse isn’t exactly Hollywood, but honestly, between the big-box comfort of the south side and the sticky-floor charm of downtown, we’ve actually got a decent spread right now.
It’s January 2026. The wind is whipping off the Mississippi, and the only sane thing to do is sit in a dark room with a massive bucket of overpriced popcorn. Whether you’re heading to the Marcus La Crosse Cinema on Ward Avenue or the historic Rivoli Theatre, the lineup is surprisingly heavy on sequels and sci-fi.
The Big Screen Experience: Marcus La Crosse Cinema
If you want the "Dream Loungers"—those red leather recliners that make it way too easy to fall asleep during the previews—you’re heading to the Marcus.
They’ve got the heavy hitters. Avatar: Fire and Ash is still eating up the IMAX and large-format screens. It’s long. Like, three-plus hours long. But if you want to see James Cameron's latest Pandora obsession, this is the place.
What’s on the Marquee Right Now?
- Greenland 2: Migration: Gerard Butler is back doing "Gerard Butler things." It’s a survival thriller that actually hits pretty hard if you like disaster movies.
- Primate: This one is the new horror-sci-fi entry from Paramount. People are talking about it because Troy Kotsur is in it, and it’s actually getting decent reviews for a January release.
- The SpongeBob Movie: Search for SquarePants: Perfect if you’ve got kids or just really miss the early 2000s. It’s bright, loud, and playing at 6:05 PM and 8:30 PM most nights.
- Zootopia 2: Disney’s big sequel is still drawing crowds. Catch it at 6:40 PM if you want to beat the late-night rush.
Honestly, the best move at Marcus is Value Tuesday. You can usually snag a ticket and a snack for around $22 total. That’s a steal in 2026. They’re also running the Kids Dream Family Film Series right now, with $3 admission for specific family titles. It’s sponsored by American Family Insurance, and it’s a lifesaver for parents trying to kill a Saturday afternoon.
📖 Related: Big Brother 27 Morgan: What Really Happened Behind the Scenes
The Downtown Vibe: The Rivoli Theatre
The Rivoli is a different beast entirely. It’s on 4th Street, it’s old, and it smells like real butter. They don't have 18 screens, but they have personality.
Right now, they are leaning into a mix of indie hits and classics. Marty Supreme, starring Timothée Chalamet, is their big draw this week. It’s a wild, stylized drama about a ping-pong pro in the 1950s. It’s playing in both the Main Theatre and the smaller Screening Room.
If you’re a fan of the "Cult Movie Night," they’re celebrating their 3rd anniversary with a fan-vote double feature: Legend and Conan the Destroyer on Saturday, January 24th.
Specialty Screenings and Events
The Rivoli does this cool thing called "Civics and Cinema." On January 20th, they’re showing The Man Who Shot Liberty Valance. If you haven't seen it, it's a classic John Wayne/James Stewart western that holds up surprisingly well.
👉 See also: The Lil Wayne Tracklist for Tha Carter 3: What Most People Get Wrong
They also partner with the Pump House Regional Arts Center. On Sunday, January 18th, they’re showing Songs of Earth, a documentary about the Norwegian highlands. It’s part of a partnership with Norskedalen, so expect a very "La Crosse" crowd for that one.
Movies Playing in La Crosse WI: What’s Coming Next?
If none of that sounds good, you might want to wait a week. 28 Years Later: The Bone Temple opens Friday, January 16th. It’s the long-awaited follow-up to the Danny Boyle zombie classic, and the buzz is huge.
Then there’s the Lord of the Rings re-releases. This is a bit of a marathon. The Fellowship of the Ring is back on screens starting January 16th, followed by The Two Towers on the 17th, and Return of the King on the 18th. If you want to spend your entire weekend in Middle-earth, Marcus is the spot.
Iron Lung, the horror-sci-fi based on the indie game, drops at the end of the month (January 30th). It's rated R for "bloody images and gore," so maybe leave the kids at home for that one.
✨ Don't miss: Songs by Tyler Childers: What Most People Get Wrong
Making the Most of Your Movie Night
Parking at Marcus is easy; the lot is massive. At the Rivoli, you’re dealing with downtown street parking or the ramps.
- Check the formats: Marcus has 3D and "SuperScreen DLX." If you’re seeing Avatar, pay the extra couple of bucks for the better screen.
- Get the Bucket: If you go to Marcus more than once a month, buy the yearly popcorn bucket. It pays for itself by your third visit.
- The Rivoli Kitchen: Don't just get popcorn there. They’ve got actual food—nachos, pizzas, and local beers. It’s a full meal and a movie type of place.
La Crosse might be a small city, but our movie scene is pretty robust. Between the blockbusters on Ward Ave and the indie spirit on 4th Street, there's always something worth the price of a ticket.
Next Steps for Your Movie Night:
- Verify Showtimes: Always check the Marcus Theatres website or the Rivoli Theatre calendar before heading out, as schedules often shift for special events.
- Pre-order Tickets: For 28 Years Later or the Lord of the Rings marathon, buy your tickets online today. These special screenings at the Rivoli and Marcus IMAX frequently sell out.
- Plan for Value Tuesday: If you're on a budget, mark your calendar for next Tuesday to take advantage of the discounted admission and snack deals at Marcus Cinema.