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 61 comments)

Mikeyisirish
Mikeyisirish on January 22, 2013 at 5:29 pm

Any idea if the neon will be restored?

stevenj
stevenj on January 22, 2013 at 10:32 pm

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

http://drafthouse.com/blog/entry/new_mission_theater_approved_for_renovation

terrywade
terrywade on January 22, 2013 at 11:22 pm

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
hdtv267 on January 25, 2013 at 1:54 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
Broan on January 26, 2013 at 12:05 pm

http://books.google.com/books?id=1qEbAQAAMAAJ&dq=cove%20lighting%20theater&pg=PA1990#v=onepage&q&f=false

Mike (saps)
Mike (saps) on January 26, 2013 at 12:34 pm

Direct link to Alamo website about this theater here.

hdtv267
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.

http://www.missionmission.org/2013/06/06/new-mission-theater-tattoo/

Now that is one photo for this page!

Mikeyisirish
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
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.

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