San Franciso's New Mission Theater at 2550 Mission Sreet is an irreplaceable civic asset, a neighborhood landmark in the Mission, and a reminder of the many movie theaters that once operated on Mission Street. Architecturally, the New Mission Theater is a magnificent work, the equal of the universally beloved Castro Theater in terms of the lavishness of the interior detail in the auditorium. Timothy Pflueger's Art Deco outer lobby is striking, and the "fin" sign a beautiful and rare example for its period. The reuse and reopening of the New Mission Theater is not only a boon to the Mission District, but a benefit for all San Franciscans.
Alamo Drafthouse Cinema has announced plans to reopen the historic New Mission Theater as the Alamo Drafthouse New Mission by the fourth quarter of 2014. Per Alamo's website, "...each of the auditoriums will be equipped with state of the art digital projection as well as excellent screen size to room ratio and amazing sound. In addition to the superior AV equipment, the layout of each screening room will eliminate the traditional front row, ensuring every seat in the house allows for a great viewing experience. The theaters at Alamo Drafthouse New Mission will also be equipped for 3D and 35mm projection." SF Gate reported on January10 that the San Francisco Planning Commission gave final approval to the $10 million renovation of the 1916 theater at 2554 Mission St. Also approved was construction of a 114-unit condominium development next door— to become the second tallest building in the Mission District at 85 feet. Theater plans include a 348-seat theater and four smaller screening rooms, as well as a full restaurant and bar. According to Philip Lesser quoted here on Mission Local, landlord and business consultant, "This is far and away the most impactful project that the Mission has seen in decades."
Alamo Drafthouse's Facebook page has ongoing blog updates and photo coverage of the transformation in progress.
On February 15, 2012, Texas-based Alamo Drafthouse met with San Francisco's Architectural Planning Committee to present their proposal to convert San Franciso's landmark New Mission Theater into a five-screen multiplex entertainment complex that includes a bar replacing the first floor's projection booth. Alamo Drafthouse is in contract with Gus Murad and Associates to purchase the theater. Both the New Mission and the adjacent Giant Value store went up for sale in 2011. Alamo's founder, Tim League, describes the plan envisioned in his 2/16/12 Alamo blog post:
"Even though our plan is to subdivide the balconies into small boutique theaters, we will be doing it in such a way as to preserve nearly all of the amazing architectural details of the space. We would still preserve the massive downstairs screen and transform that space into a potential premiere venue with state of the art sound and picture. We have been working hand-in-hand with the both historic and neighborhood groups to make sure that our restoration plans meet with their approval. The great news is that the theater interior is largely in good shape. A large percentage of the interior details have been preserved and even most of the light fixtures are intact."
NOTE: The pictures below show the building as it appeared on the day of the Landmarks Board hearing on October 11, 2006. The graffiti on display was the result of a rave event held in April 2006. To view photos from 2001 during the Evermax Furniture Occupation, go here.