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. It planned to re-open in 2015.

Contributed by Ross Melnick

Recent comments (view all 67 comments)

hdtv267 on June 17, 2013 at 5:25 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 8:19 am

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

Mike (saps)
Mike (saps) on June 27, 2014 at 10:34 am

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.

stevenj on October 10, 2014 at 8:22 pm

2 new photos added today – one of the marquee and blade shrouded in netting and with a banner claiming a 2015 opening and the other taken from the corner of 22nd and Mission showing the changing landscape in the Mission.

hdtv267 on April 5, 2015 at 11:52 am

trying to get an update on the progress/opening of this venue, I checked the Alamo site to find not much work going on, no opening date in mind.

There is a live cam to check out construction

MikeKeegan on April 10, 2015 at 4:59 pm

Hey Folks!

My name is Mike, I’m the Creative Manager of the Alamo Drafthouse at the New Mission. I posted some construction pictures and updates here:

It’s super exciting to be part of this process, and I can’t wait to update everyone along the way!


Mike (saps)
Mike (saps) on April 10, 2015 at 6:23 pm

Interesting and informative article and well-chosen photos. Here is a direct link to the Alamo Drafthouse page.

Mike (saps)
Mike (saps) on April 10, 2015 at 6:25 pm

Mike Keegan — can we add your photos to our database here at Cinema Treasures? For posterity and all…

hdtv267 on April 11, 2015 at 1:20 am

Thanks Mike Keegan, looking forward to the updates on progress of having an Alamo in San Francisco.

Do you have a target date in mind for re-opening?

MikeKeegan on April 11, 2015 at 5:08 pm

Glad you like the pictures, guys! Feel free to post them on here. We’ll have concrete opening info date to announce in the next couple of weeks, I’ll make sure to keep y'all updated!


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