{"nrhp_refnum":"01001206","name":"New Mission Theater","other_names":["Evermax Furniture"],"category":"building","location":{"address":"2550 Mission St.","address_restricted":false,"city":"San Francisco","county":"San Francisco","state":"CA","lat":37.75766913500007,"lon":-122.42012847499996,"geom_source":"nps_gis"},"listed_date":"2001-11-09","is_nhl":false,"nhl_designated_date":null,"areas_of_significance":["Architecture"],"significance_levels":["local"],"summary":{"what_it_is":"A 2,800-seat movie theater at 2550 Mission Street in San Francisco's Mission District. It combines a 1932 Art Deco façade and promenade lobby by Timothy Pflueger with a 1916-17 Renaissance/Neoclassical Revival auditorium by the Reid Brothers.","why_significant":"The nomination argues it is an excellent example of an early 20th-century movie palace and the only surviving one in the Mission District. It is also the work of two masters, the Reid Brothers and Miller & Pflueger. Pflueger's façade is described as the earliest, most intact and only surviving Art Deco theater design by him in San Francisco.","narrative":"This movie palace at 2550 Mission Street in San Francisco's Mission District was built in two phases. The Reid Brothers designed the large Renaissance/Neoclassical Revival auditorium in 1916-17, with gilded Corinthian columns, plaster urns and a coffered ceiling. In 1932 architect Timothy Pflueger replaced the street front with an Art Deco façade and a new promenade lobby. A 70-foot sheet metal pylon sign, inspired by Mayan temples, rises above the marquee. The theater seated about 2,800 people and operated as a neighborhood cinema until 1993. It now serves as a furniture store, and some interior murals have been whitewashed, though most original fabric survives. The nomination points to it as the first movie palace in the Mission District and the only one still standing there. It also notes that the auditorium is the most intact theater interior by the Reid Brothers and that the façade is Pflueger's only surviving Art Deco theater design in San Francisco.","period_of_significance":"1916-1950","architect_builder":"Reid Brothers (auditorium, 1916-17); Timothy Pflueger / Miller & Pflueger (façade and promenade lobby, 1932); sheet metalwork and neon signage by Alexander Aimwell Cantin","architectural_style":"Art Deco; Classical Revival","criteria":["A","C"],"status_note":"Houses a furniture store; the theater operated as a neighborhood theater until 1993. The form notes deferred maintenance and mostly reversible alterations.","vacant_flag":false,"machine_generated":true,"model":"claude-sonnet-5-5","prompt_version":"v1.0-2026-10-29","generated_at":"2026-10-29 02:54:27.671116-05","source_pdf":"https://s3.amazonaws.com/NARAprodstorage/lz/electronic-records/rg-079/NPS_CA/01001206.pdf"},"photo":{"url_800":"https://nationalhistoricalregister.com/media/01001206/efbefba821-800.webp","url_1600":"https://nationalhistoricalregister.com/media/01001206/efbefba821-1600.webp","licence":"CC BY-SA 3.0","author":"Sanfranman59","credit_html":"<a href=\"https://commons.wikimedia.org/wiki/File:New_Mission_Theater_(San_Francisco,_CA).JPG\" rel=\"noopener\">Sanfranman59</a>, <a href=\"https://creativecommons.org/licenses/by-sa/3.0\" rel=\"license noopener\">CC BY-SA 3.0</a>, via Wikimedia Commons","source_page":"https://commons.wikimedia.org/wiki/File:New_Mission_Theater_(San_Francisco,_CA).JPG"},"district":null,"sources":{"nps_snapshot_date":"2026-05-22","nara_catalog":"https://catalog.archives.gov/id/123861222","wikipedia":"https://en.wikipedia.org/wiki/New_Mission_Theater,_San_Francisco","wikidata":"https://www.wikidata.org/wiki/Q22078026"},"indexable":true,"url":"https://nationalhistoricalregister.com/california/san-francisco/new-mission-theater-01001206/"}