Moon Theater
Moon Theater was a 1,600-seat silent-film and later cinema venue in downtown Omaha that was subsequently renamed Town Theater and Cooper Theater before its demolition in 1976.
Last updated August 26, 2026
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Overview
Moon Theater was a historic movie theater at 1410 Douglas Street in downtown Omaha, Nebraska. Constructed in 1918 for the World Realty Company, it occupied the site of the Parlor, identified as Omaha's first movie theater, and stood immediately beside the Rialto Theater. With approximately 1,600 seats, the Moon was part of the World Realty theater group, which also included the Sun Theater on Farnam Street and the Muse Theater at 24th and Farnam Streets; the World Theater was added to the group later. The building was designed in a Moorish-inspired style by Harry Lawrie of the Omaha architectural firm Fisher & Lawrie. Its brick-and-steel structure was faced with terra cotta, white tile, and marble. A prominent entrance canopy carried a roughly thirty-foot sign showing a crescent moon, giving the venue a distinctive identity in Omaha's downtown entertainment district. The interior used decorative painted panels featuring historical subjects and scenes associated with U.S. national parks. Before opening, its marquee used a theatrical play on the name, announcing that the “Moon” would rise with Sessue Hayakawa in Gray Horizons. The theater promoted film exhibition through large-scale publicity as well as regular screenings. During a campaign for The Great Air Robbery, an Essex Motors touring car constructed to resemble a 600-pound airplane bomber was driven through Omaha's streets and brought to the Moon's entrance. This type of spectacle reflected the promotional culture of the late silent-film era, when theaters competed for attention through elaborate marquee displays, street events, and links between films and live demonstrations. The venue's role changed over time. In 1929, the Moon became a burlesque theater, expanding its use beyond conventional motion-picture exhibition. In 1933, it was renamed the Town Theater and presented both stage shows and movies. Its first stage production under the new name was Talk o' the Town, a title that reinforced the venue's new identity as a mixed live-performance and cinema space. In 1958, the building was remodeled for Cinerama by the Cooper Foundation and reopened as the Cooper Theater. The venue's presentation of South Pacific ran for a reported 78 weeks, setting a local record for the longest movie engagement at the time. Cinerama equipment was later transferred to the Cooper Foundation's new Indian Hills Theater, reflecting the movement of premium widescreen exhibition technology into newer and more purpose-built venues. The last film shown at the Cooper Theater was Serpico in June 1974. The building was demolished at the beginning of 1976, and the site was later occupied by the Union Pacific headquarters building. Moon Theater therefore survives primarily as a part of Omaha's architectural, theatrical, and cinema history rather than as an operating brand.
History
Moon Theater was built in 1918 at 1410 Douglas Street in downtown Omaha, Nebraska, for the World Realty Company. The site had previously held the Parlor, regarded as Omaha's first movie theater, and the new theater was built next to the existing Rialto. The Moon joined World Realty's developing group of Omaha theaters, which included the Sun Theater at 1410 Farnam Street and the Muse Theater at 24th and Farnam Streets. A fourth venue, the World Theater, became part of the group in later years. The building was designed by Harry Lawrie of Fisher & Lawrie, an Omaha architectural firm. Its Moorish-style exterior combined brick and steel construction with terra cotta, white tile, and marble. The entrance was marked by a large canopy and a roughly thirty-foot crescent-moon sign. Interior decoration included painted panels showing historical scenes and locations in U.S. national parks. The design and naming were intended to make the theater a visual landmark as well as a place for film exhibition. The Moon opened during the silent-film era. Its pre-opening marquee used a theatrical phrase announcing that the “Moon” would rise with Sessue Hayakawa in Gray Horizons. The theater also participated in publicity events designed to attract public attention. For a promotion connected with The Great Air Robbery, an Essex Motors touring car built to imitate a 600-pound airplane bomber was driven through Omaha to the theater entrance. The venue's programming and identity shifted during the twentieth century. In 1929 it became a burlesque theater, marking a move away from a strictly conventional cinema model. In 1933 it was renamed the Town Theater. Under that name it hosted both stage shows and movies; the first stage presentation was Talk o' the Town. The change illustrates the broader role of large urban theaters as multipurpose entertainment venues during the period. In 1958, the Cooper Foundation remodeled the building for Cinerama, a premium widescreen format requiring specialized presentation equipment and a suitable auditorium. After the renovation, the theater reopened as the Cooper Theater. Its showing of South Pacific lasted 78 weeks and was reported as a record-long movie engagement at the time. The Cinerama equipment was later moved to the Cooper Foundation's newer Indian Hills Theater, leaving the downtown venue with a technology and equipment transition typical of the era's cinema business. The final film shown at the Cooper Theater was Serpico in June 1974. The building was demolished at the beginning of 1976. The Union Pacific headquarters building later occupied the site. Although no longer extant, the venue remains associated with Omaha's development of commercial cinema, its historic theater architecture, live entertainment culture, and the transition from silent films to burlesque, stage presentations, and widescreen exhibition.
- 1976
Building demolished
[1]The former theater building was demolished at the beginning of the year.
- 1974
Final film screening
[1]Serpico was the last movie shown at the Cooper Theater, in June.
- 1958
Reopened as Cooper Theater for Cinerama
[1]The Cooper Foundation remodeled the theater for Cinerama presentation, and the venue reopened under the Cooper Theater name.
- 1933
Renamed Town Theater
[1]The venue adopted the Town Theater name and presented stage productions alongside movies.
- 1929
Venue becomes a burlesque theater
[1]The Moon expanded or changed its entertainment role by operating as a burlesque theater.
- 1918
Moon Theater opens in downtown Omaha
[1]The 1,600-seat theater was built for the World Realty Company at 1410 Douglas Street, on the site of the former Parlor and next to the Rialto Theater.
Products and positioning
A large downtown Omaha entertainment venue that evolved from silent-film exhibition into burlesque, combined stage-and-film programming, and premium widescreen cinema.
Cinema exhibition · 1918
Silent-film programs
The Moon Theater began as a large silent-movie venue during Omaha's late-1910s theater expansion. Its programming was promoted through prominent marquee copy and public stunts, including a film-related automobile display for The Great Air Robbery.
Live entertainment · 1929
Burlesque performances
Beginning in 1929, the venue operated as a burlesque theater, demonstrating a shift toward live adult-oriented entertainment in addition to or instead of its earlier film role.
Mixed entertainment · 1933
Stage shows and movies
As the Town Theater from 1933, the venue combined stage productions with motion-picture screenings. Its first stage show under the new name was Talk o' the Town.
Widescreen cinema · 1958
Cinerama presentations
After a 1958 remodeling by the Cooper Foundation, the theater presented Cinerama, a premium widescreen format. The Cooper Theater's South Pacific engagement lasted 78 weeks, while its Cinerama equipment was later transferred to Indian Hills Theater.
Marketing campaigns
- The Great Air Robbery automobile publicity event
Omaha, Nebraska
For a promotion connected with The Great Air Robbery, an Essex Motors touring car constructed to resemble a 600-pound airplane bomber was driven through Omaha and brought to the Moon Theater entrance.
Outcome. The event provided a highly visible street-level attraction for the film and theater, although the available reference does not report attendance or financial results.
Brand decisions
1958
Conversion to Cinerama presentationGeneration changeBackground
Premium widescreen exhibition created demand for remodeled auditoriums and specialized projection equipment.
Action taken
The Cooper Foundation remodeled the theater and reopened it as the Cooper Theater for Cinerama.
Aftermath
South Pacific ran for 78 weeks, while the Cinerama equipment was later moved to the newer Indian Hills Theater.
1933
Rename and broaden programming as Town TheaterStrategyBackground
The theater moved toward a mixed entertainment identity after its period as a burlesque venue.
Action taken
It adopted the Town Theater name and hosted both stage shows and movies, beginning with Talk o' the Town.
Aftermath
The venue continued as a multipurpose theater until its later conversion for Cinerama.
1929
Change to burlesque programmingStrategyBackground
The established movie venue changed its operating format during a period when large theaters could serve multiple forms of popular entertainment.
Action taken
The Moon Theater began operating as a burlesque theater.
Aftermath
The venue later changed its name and programming again, becoming the Town Theater in 1933.
Recent events
- 1976
Moon Theater building demolished[1]
Other
The former Moon/Town/Cooper Theater building was demolished at the beginning of 1976. The Union Pacific headquarters building later occupied the lot.
- 1974
Cooper Theater screens its final film[1]
Other
Serpico was the last movie shown at the venue, in June 1974.
- 1958
Town Theater remodeled and reopened as Cooper Theater[1]
Product generation
The Cooper Foundation remodeled the venue for Cinerama exhibition, after which it operated under the Cooper Theater name.
- 1958
South Pacific sets a long-run record at Cooper Theater[1]
Other
The Cooper Theater presented South Pacific for a reported 78 weeks, described as a record-long film run at the time.
- 1933
Moon Theater renamed Town Theater[1]
Other
The theater adopted the Town Theater name and began presenting both stage shows and motion pictures. Its first stage show under the new name was Talk o' the Town.
- 1929
Moon Theater becomes a burlesque theater[1]
Other
The venue changed from its earlier movie-theater role and began operating as a burlesque theater.
Sources1 sources
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