Art Deco Movie Theater Lights Up San Francisco Once More
Constructed in 1916, San Francisco's iconic New Mission Theater features prominent designs from some of the city's most significant architects. The theater was originally built by the Reid Brothers and then redesigned in 1932 by Art Deco master Timothy Pfleuger. After New Mission closed in 1993, it was abandoned and fell into disrepair. Local organizations and residents advocated for the restoration of this beloved community hub for years until Alamo Cinema Drafthouse purchased it and embarked on its rehabilitation process.
One of the greatest challenges New Mission and theaters like it face today is engineering adaptive reuse for a single-use structure. Alamo Cinema Drafthouse, Architectural Resources Group, and other preservation partners transformed the single-screen theater's balconies into several smaller theaters to create a five-screen multiplex. Architects also added a full-service bar, kitchen, and in-theater dining while rehabilitating or recreating the theater's original features and finishes.
Opened in 2015, the fully restored New Mission Theater manages to retain its original architectural integrity and remain a contemporary, vital asset for its community.
photo by: New Mission Theater
The floor-to-ceiling, silver leaf murals in New Mission Theater's lobby featured the Muses donning Art Deco-style clothing.
photo by: New Mission Theater
At one point in its history, the theater's murals were painted over. After the building closed in 1993, it fell into disrepair.
photo by: New Mission Theater
During the theater's restoration process, preservationists carefully chipped away at thick layers of paint covering the murals. They successfully saved three panels.
photo by: David Wakely
Architectural Resources Group and Alamo Drafthouse Cinema overcame preservation challenges for single-use structures by adapting the original theater's balconies into several smaller theaters.
photo by: David Wakely
A closer look at the ceiling details in one of New Mission's smaller theaters reveals a rich palette of gold leaf, glazes, and paints.
photo by: David Wakely
The infamous "Bear vs. Bull" statue refers to rumors that the New Mission Theater held animal fights in its early days. The Art Deco-clad figures were recovered from floor-to-ceiling murals that had been painted over during one of its many renovations.
photo by: David Wakely
The theater's classic promenade, stage, and proscenium arch were originally designed at the turn of the 20th century by the Reid Brothers. When Timothy Pfleuger redesigned the theater, he strove to retain its original artistic integrity.
photo by: David Wakely
Alamo Drafthouse Cinema converted the theater's projection room and historic patron's lounge into a full-service bar, now open to the public.
photo by: David Wakely
The Timothy Pflueger-designed lobby was fully restored with the aid of historic photographs, over 300 paint samples, and remnants of architectural features found on-site.
photo by: David Wakely
The original 70-foot blade sign and marquee were rehabilitated and relit with new neon to reflect Timothy Pfleuger's attention-catching design.
photo by: David Wakely
The New Mission Theater is one of many constructed during the turn of the 20th century in San Francisco's theater district, but very few have been saved to date.
