February 14, 2012

New Life, Food, And Beer For The New Mission Theater As Proposed

New Mission Theater Exterior

With plans for condos to rise where the Giant Value store at 2558 Mission Street currently stands in the works, tomorrow San Francisco’s Architectural Review Committee will review plans to convert the adjacent New Mission Theater to a five-screen venue with food and adult beverage service operated by Alamo Drafthouse Cinema.

Inside, the theater would be converted from one to five screens, "utilizing and dividing the existing balcony levels (one auditorium on the ground floor, three new auditoriums on the lower balcony, and one new auditorium on the upper balcony)" while the projection room on the first floor would become a bar (click image to enlarge).

On the outside, the plan "would maintain and restore the character-defining elements on the exterior, including the Art Deco façade; free-standing pylon sign with neon tubes spelling out “New Mission;” cantilevered marquee; and streamlined parapet."

UPDATE: By way of a plugged-in reader, a (good) feeling for the Alamo Drafthouse Cinema culture in the form of their R-rated "Don't Talk or Text" PSA:

Giant Value Housing Or Headache To Come In The Mission? [SocketSite]
New Mission Theater (2554‐2558 Mission) Plans [sfplanning.org]

First Published: February 14, 2012 3:30 PM

Comments from "Plugged In" Readers

Though a big single screen is more fun than many small screens at least it is run by Alamo Drafthouse which has an interesting business model. They also have one of the most hilarious pre-movie PSAs

Posted by: The Milkshake of Despair at February 14, 2012 3:52 PM

That was amazing! Thanks for sharing MoD. I hope they maintain the same policy when they open here.

Posted by: lyqwyd at February 14, 2012 4:15 PM

I am expecting a call to arms from preservationists who want to keep Mission Street blighted with its under-utilized movie theater buildings and closed storefronts. Gentrification!

Soon the Valencia kids will start crossing over the invisible Hipster fence that is being pulled up after dark.

Posted by: lol at February 14, 2012 4:22 PM

Next door to Foreign Cinema and across the street from Doc's Clock? Yeah, I think the "Valencia kids" will have no problem frequenting this place (if it goes through)

Posted by: James at February 14, 2012 4:53 PM

More like the 60 year olds who regularly dine on Valencia will begin to feel more comfortable on Mission. Valencia as nexus for hipster kids was pre-"hipster" as derogatory.

Posted by: anon.ed at February 14, 2012 5:03 PM

^^^
Ha Ha. Spoken like a broke down old used to be hipster. "Back in my day we didn't call each other hipsters, when we played shuffleboard. We didn't go to food trucks, the tamale lady came to us."

Posted by: sparky-b at February 14, 2012 6:39 PM

yeah, it'll probably be an era of $40 movies, but come on. it's great, let's get it done. stipulate $5 matinees on weekends or something.

Posted by: EH at February 14, 2012 6:43 PM

Adult beverages? Looks like we'll be carving out a(nother) exception in the Mission Alcoholic Beverage Ban. Project Sponsor better get in tight with Supervisor Campos and "the community"

Posted by: Drunk_Engineer at February 14, 2012 7:31 PM

@anon.ed: I really think your rather ageist comment about "60 year olds dining on Valencia" was not really called for. what was your point, exactly?

You do seem to comment in a negative way a lot here. Why not be a little nicer?

I find you irritating more and more.

Posted by: futurist at February 14, 2012 8:41 PM

Yea! I miss the Parkway. This sounds fun.

Posted by: RenterAgain at February 14, 2012 9:00 PM

@ futurist,

That comment wasn't negative. I am all for people who are post "hipster" age dining on Valencia street in comfort. It's happening, it's a fact, and frankly I'm there myself. It was meant to state that the reality is, Valencia isn't just for kids any more.

As to the rest of your words? You missed the mark widely, once again. You do that oftenly on this website. I'll leave the irritating aspect alone. You're just a guy who says stuff that occasionally is in my direction, on the internet. And you obviously put little thought into much of what you type sometimes. Have a good one.

Posted by: [anon.ed] at February 14, 2012 9:10 PM

ha. Sorry, "oftenly" isn't a word really. My bad. Still no edit function on here, after all this time. OK.

Posted by: [anon.ed] at February 14, 2012 9:13 PM

New Mission yes!; Harding tomorrow, please.

Posted by: Invented at February 14, 2012 9:35 PM

[anon.ed],

True Valencia is not for kids only. Bringing good food (and higher prices) will do that.

There are a few incursions of the Valencia crowd here and there after dark. It's getting close to critical mass though.

But I love having a traditional non-self-conscious greasy spoon like Jim's at 20th. Nope, they do not serve Goat Croquette.

Posted by: lol at February 15, 2012 8:16 AM

Anyone have any idea how it went / what next steps are?

Posted by: OMN at February 15, 2012 12:44 PM

I just stumbled across another reason to like the Alamo Drafthouse. They're one of the forces behind the 42nd Street Forever video series: http://www.mondo-digital.com/42ndstreet.html

The 42nd Street Forever videos are a collection of old theatrical trailers from schlocky B movies. If you've never seen one of these videos then please seek it out, they are an amazing document of the grindhouse producers and incredibly funny despite trying to be serious.

One of these videos would be great for a pre-Oscars party screening.

Posted by: The Milkshake of Despair at February 25, 2012 2:48 PM

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