New Mission Theater

2550 Mission Street,
San Francisco, CA 94110

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New Mission Theatre

Viewing: Photo | Street View

Built in 1916 and originally designed by the Reid Brothers, the over 2,000-seat movie palace was renovated for the Nasser Brothers circuit in 1932 by Timothy Pflueger, who transformed it into an Art Deco style wonderland. The theater also has a 70 foot marquee that is a local landmark. After closing, it spent many years as a furniture store.

The City College of San Francisco proposed to raze much of the former movie palace and build new campus facilities inside the theatre’s building. Believing that more of a theatre could be retained while still achieving the school’s goals, a local group called ‘Save the New Mission Theatre’ lobbied to stop CCSF from executing its plans.

In 2012, Alamo Drafthouse announced plans to convert the theatre into a five auditorium cinema, with new auditoriums in the balcony and preserving the main screen.

Contributed by Ross Melnick

Recent comments (view all 60 comments)

terrywade on January 22, 2013 at 8:19 pm

I have talked to Tim League of Drafthouse Cinemas. For the large downstairs theatre he may put in a semi large curved screen with curtains and a kick ass stereo sound surround system. I told him to contact Century/Cinemark as in Pleasant Hill CA they have a large D-150 screen track that will go up in dust in a few months when they turn the wreckers ball on this classic dome theatre. Tim also knows about showmanship and the use of color lights in the new theatres coming at the New Mission. The Castro Theatre SF will have some major competion and food when this new theatre opens in about a year. You won’t find the New Mission Theatre SF closed on Mondays & Tuesdays like the Castro Theatre is now. The Mission plans to run retro, first run and some 70mm real film plus digital movies and grindhouse festivals and great trailers. Good luck to Tim and the New Mission San Francisco CA. Wait till the noisy movie people in SF find out about the Drafthouse policy for cell phones and tweets in the theatre when a movie is on. This area of Mission St in SF is making a big comback.

Mikeyisirish on January 22, 2013 at 8:29 pm

Any idea if the neon will be restored?

stevenj on January 23, 2013 at 1:32 am

From the Alamo Drafthouse page for San Francisco. Pictures of the interior are at the link at the end of the last sentence.

terrywade on January 23, 2013 at 2:22 am

Yes the big neon sign will come to life. I beleive the tubes are a bright red/orange neon. The paint will be a rustic red Southwest look.

hdtv267 on January 25, 2013 at 4:54 am

I don’t understand why you feel the need to take shots at the Castro theatre. In fact – they’re only dark one Monday in January, other than that every day on the calendar is full. So, please please do your homework before coming on here. Granted they did take those days off in the past, but now is now.

Your venom should perhaps be placed at Landmark. They shut down 4 screens for independent film in 2012.

If food being offered in a theater is being viewed as competition and since Alamo shows a mix of mainstream and revival- then perhaps AMC and Cinemark have reason to be concerned as well, not just the Castro.

Seems you might a slight tad biased due to your “audience” with Mr. League. No?

I’m thrilled that the Drafthouse is going to open and hope they are so by November 2013 so I can visit. I hope they survive 91 years and beyond.

Broan on January 26, 2013 at 3:05 pm

Mike (saps)
Mike (saps) on January 26, 2013 at 3:34 pm

Direct link to Alamo website about this theater here.

hdtv267 on June 17, 2013 at 8:25 am

The blog Mission Mission posted up a photo of someone with a tattoo of the marquee of this theatre.

Now that is one photo for this page!

Mikeyisirish on June 27, 2014 at 11:19 am

Anyone know the status on the restoration, or have plans stalled?

Mike (saps)
Mike (saps) on June 27, 2014 at 1:34 pm

Per Alamo’s facebook page dated May 7, 2014:

Sorry to have been dormant on this page for so long. Permitting has taken WAY longer than expected but we are almost through the process and renovation should begin in earnest very soon. We are 100% committed to restoring and opening this… space. Stay tuned for more info and details soon! The Alamo Drafthouse IS coming to the Mission.

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