New Mission Theater

2550 Mission Street,
San Francisco, CA 94110

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Showing 26 - 50 of 61 comments

Mikeyisirish on August 5, 2012 at 5:50 pm

A few July 2012 photos can be seen here, here and here.

HowardBHaas on July 26, 2012 at 10:26 am

Ah, main auditorium screen to be preserved- Alamo’s founder, Tim League, describes the plan envisioned in the Alamo blog on Thurssday, February 16:

“Even though our plan is to subdivide the balconies into small boutique theaters, we will be doing it in such a way as to pres rve 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.”

HowardBHaas on July 26, 2012 at 10:23 am

What happens to the ornate auditorium seen in article 2? does all that get covered up or gutted so 5 screens emerge?

CSWalczak on July 25, 2012 at 11:30 am

Alamo Drafthouse confirms that it plans to convert the New Mission into one of their locations:

View article 1

View Article 2

Mike (saps)
Mike (saps) on April 7, 2012 at 1:26 pm

Direct link to Towleroad website and the Bonnie Raitt video.

Joe Vogel
Joe Vogel on April 4, 2012 at 2:14 am

An article about the Fotoplayer pipe organ installed in the New Mission Theatre can be seen in this PDF file of a page from the August 12, 1916, issue of The Music Trade Review. There are two small photos of the theater, showing the front and the auditorium. The auditorium photo shows the house before the balcony was added in 1918. American Photo Player Co., makers of the Fotoplayer organ, were based in Berkeley, California.

tjmayerinsf on February 19, 2012 at 4:46 pm

Looks like the Alamo Drafthouse chain is taking over the New Mission — here is Alamo owner Tim League

kencmcintyre on November 24, 2010 at 9:58 am

I drove down Mission Street last month when I went to the 49ers-Eagles game. I didn’t realize that all the theaters on this street were so close together. Must have been spectacular in its time.

darquil on July 30, 2010 at 11:37 pm

I’ve posted some recent photos here.

Joe Vogel
Joe Vogel on June 20, 2010 at 3:49 am

An earlier Mission Theatre was operating in San Francisco in 1907. Did the New Mission replace it? The earlier Mission was listed in an ad for the architectural firm O'Brien & Werner in the 1907-1908 edition of Henry’s Official Western Theatrical Guide. The Mission was one of five O'Brien & Werner designed houses listed in the ad. The others were the Orpheum, Princess, Valencia Street, and 16th Street theaters.

Mike (saps)
Mike (saps) on April 12, 2010 at 2:12 pm

The a nice (but quick) shot of the vertical blade and dilapidated marquee near the beginning of the new movie “La Mission,” now in limited release in theaters.

CSWalczak on March 19, 2010 at 11:14 pm

There has been very little news about the New Mission for nearly four years; there has not been an update in the SF Neighborhood Theaters Foundation site ( for quite some time and there isn’t much more on the site either, both of which were actively watching for news and reporting developments up until, oh, about 2005 or so. Apparently City College dropped plans to recycle the site for its uses. There was a proposal to convert the theater into a restaurant/nightclub/performance space that would preserve some of the theater’s architectural features, and there was a report that the condos that were to be built adjacent to the theater were going to be taller than originally proposed. I did find this item from March 10 of this year: View link

Simon Overton
Simon Overton on March 19, 2010 at 10:14 pm

Back in the late 1990’s, I attended a meeting about trying to save and (hopefully) restore the New Mission along with a lot of hype about City College possibly taking over the premises for their theatrical programs.

Can someone of authority please fill in the blanks about the future of this venerable theater?

As to the above article from GERMAINE ROGERS on Mar 20, 2007 about his impressive collection of Box Office Reports, etc., saved from the New Mission, Castro, Royal, Alhambra, these theaters (and others) were under the direction of Blumenfeld Enterprises.

As a former Castro doorman I suggest he contact Don Nasser who heads the Castro’s Board of Directors and ask him if he would like part of them for their historical records or to display them in the lobby with “The Castro Past”.

Jermaine on March 20, 2007 at 7:43 pm


Im a collector of various movie paper…old one sheets, lobby cards and other incidental items. I am in my mid-30’s but feel like i was born QUITE out of time. I am fascinated with the old movie palaces and have quite a collection of items from these…thought you all would be interested in the following: i have several of the original, bound volumes of daily box reports from the New Mission, Castro, Alhambra, and Royal Theaters…all San Francisco movie palaces. The years I have are all 1929-1939…I have MANY volumes. EVERY single day is represented, with deposit slips and every single report…including film titles, opening marks, ticket sales and deposits, refund slips (if any…including reasons for refunds), and also a listing of the features that competitors were playing for each day. Its very interesting, for instance, to see the bad day that one theater had…then you notice that the competitor was playing ‘FRANKENSTEIN’ or ‘THE VAGABOND’. All marked by hand, signed by the managers…including deposit slips pasted onto the back of each days receipts. I got these from a collector in trade for some other paper…and it’s fascinating. A personal treat was seeing ‘Charlie Chans Chance’ listed in one of the daily reports: it played for 3 days and did pretty well. It’s now a lost film. It gives me chills.


William on October 23, 2006 at 7:40 am

If you go to ken mc’s post from Dec. 26, 2005 click the last photo #8977 to see what it looked like in 1943.

paneolo50 on September 7, 2006 at 1:48 pm

A great movie theater of my childhood, I grew up in the Mission District of San Francisco. The New Mission was a great family theater with balcony seating and a large foyer in the rear of the theater. They used to play the organ on Friday and Saturday nights when they had a talent show. Sometimes they had bingo and in those days they would pay in silver dollars and count them in a metal bucket, which clanged when they dropped the money in the bucket. The Ten Commandments, El Cid, West Side Story all where exclusive engagements. I loved the balcony seating.

guillyca on April 19, 2006 at 7:53 pm

I remember this theatre as being really big. You would buy you’re ticket & walk throught the doors up the hallway. The refreshment counter was on the right hand side before the doord into the auditorium. I remember watching all sorts of movies here such as Scanners & Visitng Hours, Friday the 13th The final chapter & Cujo, Alpahbet City, Several La India Maria movies. The list goes on & on. :)

kencmcintyre on December 26, 2005 at 5:05 pm

Here’s another puzzle. The market in this 1954 photo is at Mission and Rolph Streets. I would argue that this was a theater at some point. Any ideas?

View link

kencmcintyre on December 26, 2005 at 4:54 pm

Tom, the Crown is listed under Cine Latino, which would also be your listing for the New Latino.

kencmcintyre on December 23, 2005 at 7:23 am

Thanks for the info. Both the Tower and the Grand on Mission are listed.

tjmayerinsf on December 20, 2005 at 4:50 pm

Ken, the theater across the street was the Crown and later the New Latino, I don’t see any listings for those. Down the same side of Mission Street was the Grand and the Tower, there’s a listing for just one of those latter two. Email me at for more info. Tom Mayer

kencmcintyre on December 20, 2005 at 4:46 pm

Here is another view of the Mission and the Rialto, from 1944:

View link

kencmcintyre on December 20, 2005 at 4:41 pm

This 1936 picture shows the New Mission and the Rialto across the street. I would be curious to know if the Rialto is listed here under another name:

View link