FEBRUARY 2012

On February 15, 2012, Texas-based Alamo Drafthouse met with San Francisco's Architectural Planning Committee to present their proposal to convert San Franciso's landmark New Mission Theater into a five-screen multiplex entertainment complex that includes a bar replacing the first floor's projection booth. Alamo Drafthouse is in contract with Gus Murad and Associates to purchase the theater. Both the New Mission and the adjacent Giant Value store went up for sale in 2011.

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."

An Environmental Review is underway and should be available to the public in August of September. An earlier proposal for the New Mission to have one stage intended for live performances is still in consideration. Per Alfonso Felder of the SF Neighborhood Theater Foundation, as reported in the SF Chronicle, February 18, "This is a more fully developed plan than has been present at any point in 10-plus years."

Chris VerPlanck, who was involved with the original efforts to landmark and reuse the New Mission Theater in the late 1990s, has watched with dismay as the old Art Deco theater crumbles.

"I have been waiting with baited breath to learn more details about the Alamo Drafthouse proposal. Over a decade ago a group I was involved with had proposed a similar reuse project for the New Mission Theater that incorporated a bar and a restaurant, as well as possibly dividing the later balcony into two or three smaller venues. This seemed to be a smart way to reuse the theater, which is one of the City's largest remaining neighborhood "movie palaces."

JANUARY 2011

SF Gate reports Jan. 27: "[New Mission Theater owner, Gus Murad] originally intended to build a market-rate condo project on the Value Giant site and use the profits to restore and develop the New Mission Theater. But complaints that Murad was using his political ties to former Mayor Gavin Newsom to push the project, combined with concerns about putting high-priced condos on Mission Street, stalled the project." + READ MORE.

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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*Photos by Ted Whipple and Ed Bedard.