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 its "fin" sign a beautiful and rare example for its period. The reuse and reopening of the New Mission Theater as The Alamo Drafthouse at the New Mission is not only a boon to the Mission District, but a benefit for all San Franciscans.
Photos posted July 23 on the Alamo's website provide updated coverage of the work in progress. Archival shots of the theater's interior are presented side by side with Jacob Zukerman's recent photos that show the changes. The Alamo's Facebook page has additional updates.
San Francisco moviegoers are invited to join the Alamo's Victory loyalty program to be included in the theater's grand opening celebration planned later this year. Per Creative Manager, Mike Keegan: "We've been working tirelessly behind the scenes to prepare for the most epic theater opening to ever hit the Bay Area."
Final building permits approved, Alamo Drafthouse now moves forward with its plans to reopen the historic New Mission Theater as the Alamo Drafthouse at the New Mission in 2015. Per a July 3 update from Alamo's Founder and CEO Tim League:
"The Alamo Drafthouse at the New Mission will have five screens and feature new release movies, independent and classic films and special events. The Alamo Drafthouse at the New Mission will be equipped with Sony 4k Digital, RealD 3D and changeover 35mm projection. In addition to the movies, the Alamo features made-from-scratch food delivered to your seat, a great selection of local beer and wine and craft cocktails."
In addition to 35mm changeover projection, the announcement of Sony 4K Digital capability is indeed a welcome one for cinephiles. With these upgrades, the restored theater is certain to become a unique Bay Area venue with a bright future.
2013 / 2012 DEVELOPMENTS
SF Gate reported on January10, 2013 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."
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.
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