On A New Mission

Film buffs are giving an enthusiastic thumbs-up to the recently opened New Mission Theater, a five-screen restored Arc Deco movie palace at 2550 Mission Street in San Francisco.

They give high marks to the meticulous renovation, ambitious programming, and state-of-the-art projection and sound systems. They also hope that the theater's full-service bar and kitchen, which deliver to the seat, have the potential to bring out a new audience of moviegoers who may be looking for a new entertainment experience.

Owned by the Austin, Texas-based Alamo Drafthouse Cinema, the New Mission was initially built in 1915 to screen silent movies in what was then named the Idyll Theater. It was enlarged and renovated several times in the 1920s and 30s, when famed Bay Area architect Timothy Pflueger designed the marquee, sign, and lobby, which have since been restored. San Francisco's film community has anxiously anticipated the opening, delayed by several years due to construction delays and permitting issues. Now that it's open, they are brimming with positive comments.

When gay filmmaker Joshua Grannell, aka Peaches Christ, saw the new "Star Wars" film at the New Mission last month, "It felt like San Francisco just got a great, big holiday gift - and I'm not talking about the movie, although I really enjoyed it."

Grannell, who produces film extravaganzas at the Castro Theatre several times a year, told the B.A.R. in an email, "It was almost overwhelming to step inside this local, old, formerly abandoned moviehouse to see its multi-million-dollar renovation as it re-opens as a cinema. It is beautiful and exciting, and they've done a wonderful job with it. I walked around the New Mission Theater yesterday in awe of the fact that it actually even happened."

Local film programmers also see the potential in the new venue. Noah Cowan, executive director of the San Francisco Film Society, told the B.A.R. in an interview that the SFFS is working with the New Mission "to see how we might collaborate with them" on the screenings. "I'm impressed by the quality of their projection and sound systems," said Cowan, who ran the prestigious Toronto Film Festival before he came to San Francisco in 2014. Based on his recent visit to the New Mission, Cowan, who is openly gay, says it offers a "great visitor experience." When you walk in, he said, "you feel like you're a part of a community of kindred spirits" who love film.

Local filmgoers have been anxious to see the calendar, published online on January 1. All programming will be done locally by veteran Mike Keegan, who was director of programming at the Roxie from 2010-14. As expected, the calendar promises a quirky mix of first-run blockbusters, independent films, and classics. There will be $5 late shows dubbed "Music Mondays," "Terror Tuesdays" and "Weird Wednesdays." Ticket prices are competitive, according to Keegan, $15.50 in the evening for a reserved seat, $2 less for matinees.

In addition to its own programming, the New Mission will collaborate with local festivals. Next month, IndieFest will be screening films at the New Mission, according to IndieFest programmer Jennifer Morris. She said a series of IndieFest genre films will be held at the New Mission, and "we're thrilled" with the prospect. "They've done a magnificent job renovating a classic old theater unheard of in San Francisco until now," Morris said, noting that "we haven't had a new destination for festival screenings" in many years. Theaters like the New Mission "might just be able to bring people out to the theater" instead of steaming movies at home. "You've got to offer them something more" than just a movie, she said.

Gay film impresario Marc Huestis, who recently put his 20-year-long series of celebrity specials "on hiatus," wonders if the smaller screening rooms at the New Mission might be a less expensive location to produce shows. In an interview with the B.A.R., Huestis emphasized that he "loves, loves, loves the Castro Theatre." In recent years, however, that venue became too expensive to produce his shows. "We used to sell out there," he said. "And if I could still do that, I'd never want to leave them," he said. "A smaller room in a new place with a lot of excitement could be very interesting."

Huestis, a founder of Frameline, said he would love to do a series of vintage LGBT films, bringing a group of people into a room and discussing the film after it is screened. "The possibility of doing small-scale events might be just perfect for me. It's no longer practical to conceptualize large events and spend a lot of time worrying that I might be losing money."

As far as making money goes, it's too soon to say if and when the New Mission might be profitable, said CEO Tim League in an interview. "Attendance has been great so far, but we are in a very busy time of year." If and when the San Francisco venture turns profitable, League says he is planning to look for other local locations.

"I love San Francisco and the film community in the city. The San Francisco Film Society and the fantastic network of film festivals have fostered a really great film-savvy community. I think our venue and our programming will fit right into an already fabulous film scene."

While most film aficionados publicly applaud the New Mission, dozens of Yelpers, known for their vicious anonymous posts on any new venture, have criticized the New Mission. Their complaints have focused not on the film experience, but on the food and drink.

"Most complaints have been service-related," said League. "We did have a few shows with slow food service during our first couple of weeks. Those are already clearing up as our staff acclimates to the service. I have personally read every single Yelp review and every comment we get back from our site, and our team is adjusting process and retraining our staff every day."