The cinema was once known as Teatro Junquera back in the late 19th century. It was named after the one who built it: Gen. Inocencio Junquera, a lover of theater and then the Governor of Cebu.
Cine Oriente used to be the only cinema in town, and it was where people gathered to witness live and authentic theatrical entertainment. The theater was transferred from one owner to another as time passed until it was bought by Don Jose Leon Avila. It was during his ownership when the name was changed to Teatro/Cine Oriente. As time went by, Cebuanos just called it by its more popular name: Cine Oriente.
Unfortunately, the popularity of the Oriente cinema started to decline due to the proliferation of prostitutes in the area. Over time, fewer people have summed up the courage to visit the cinema. To overcome the decreasing popularity of the cinema and to preserve this historical landmark, Cine Oriente was renovated and was turned digital in 2013 by the Colon Heritage Realty Corp. (CHRC), one of the oldest developers in Cebu which owns and manages Cine Oriente. CHRC is headed by its president, Valeriano “Bobit” Avila. The cinema was replenished and restored to its youth with a digital twist having seats and screens at par with those of the more popular and commercialized cinemas in town.
Its rich historical background is played before the screenings of films to educate viewers who wish to patronize the place and to revive the desire of supporting Cebuano heritage.
With its dark days behind it, Cine Oriente now shows the latest movies for a more affordable price than those cinemas in malls. The theater often provides free seating as not a lot of people yet have realized the existence of this entertainment gem located right in the heart of the city. Cine Oriente is located in Colonnade Mall, Colon St., Cebu City.