After more than a decade in darkness, plans are under way to once again illuminate the big screen at the New Mission Theater.
Texas-based Alamo Drafthouse Cinemas has proposed a five-screen cineplex—serviced by a full bar and kitchen—that will transform this landmark into a potential destination for movie lovers, foodies and booze aficionados alike.
A June 21 community meeting brought locals, neighbors and business owners to the dark and somewhat empty theater to voice concerns and excitement about what its rehabilitation could do for the Mission District.
The renovation of the historic theater is projected to cost more than $10 million and will take roughly a year to complete, but the project still hangs on a vote by the planning commission, which will take place in November.
Community activist and owner of Latin Zone Productions, Roberto Hernandez, said he remembers the New Mission being packed 25 years ago, when the Luis Valdez film “La Bamba” premiered there.
“To have the world premiere of ‘La Bamba’ was very special to me,” he said, adding that the buzz from the premier didn’t last. “If you were lucky, you might get 100 people to come here on a Friday or Saturday night … that was the last time the theater was packed.”
Alamo Drafthouse, which currently operates more than 10 cinemas throughout the country, has agreed to purchase the theater from Gus Murad, the owner of the recently closed Medjool Restaurant and Lounge.
Alamo Drafthouse’s CEO, Tim League, has expressed excitement about the pending renovation and said that he is thrilled to be bringing the New Mission, which was built in 1919 as a 2,800-seat single screen “movie palace,” to San Francisco.
“One of the problems why these theaters have gone by the way of the dinosaurs is because you can’t fill 2800 seats—not even for big Hollywood films,” he said. “It’s one of the necessities of us to break it down into small rooms, the benefit of that is to support a wide spectrum of film.”
The one screen theater will be transformed into a five screens: a 350-seat theater on the main floor, three 35 to 45-seat theaters on the upstairs balcony and a 90 seat theater underneath the top dome of the building.
In addition to screening mainstream, independent and foreign films, Alamo Drafthouse Theaters also offer unique features like commissioning original scores for silent films and having the artists perform them live during the showing.
“We are a neighborhood theater,” League said. “I want this place to be a very, very special place that can be very, very rooted in the Mission District.”