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Building History

The Reid Brothers designed at least 10 movie theatres in the Bay Area from 1907-1932. This movie palace, begun in 1915, was created for a lot on Mission Street, between 21st Street and 22nd Street, property formerly owned by the Kell Family. It opened in mid-1916.

Building Notes

When conceived in 1915, the New Mission Theatre was to have a $26,000 pipe organ and have seats for 2,021 patrons.

The film exhibition journal Motography, had this note in its issue of 06/03/1916: “At the official opening of the New Mission Theater, San Francisco, Manager Robert F. Abraham issued printed invitations to the opening which were good for two admissions. He opened his theater with Mary Pickford in ‘Poor Little Peppina.’” (See “‘Split Reel’ Notes for Theater Men,” Motography, 06/03/1916, p. 1261.)

In 2001, San Francisco Architectural Heritage, on behalf of Save the New Mission Theater, received a $2,595 Preservation Services Fund Grant (from the National Trust for Historic Preservation) to enable City College of San Francisco (CCSF) to incorporate the theatre into its new Mission Campus.

Alteration

The Nasser Brothers, owners of the New Mission Theatre in 1932, commissioned San Francisco architects Miller and Pflueger to alter its interior in 1932, utilizing a more fashionable, Art Deco-infused aesthetic.