Alexandria Theater May Close, Property Is 'Up for Development'

By Meg Dixit

In what seems to be a dying breed, another San Francisco movie theater is up for grabs. This one is in the Richmond District's own backyard, the Alexandria Theater, located on Geary Boulevard and 18th Avenue.

Standing at its present location since it was built in 1923, the 1,000 plus-seat triplex, with an adjacent parking lot, and a total area of 37,000 square feet, is on the market.

David Heller, President of the Greater Geary Boulevard Merchants Association, said he heard about the possibility of a sale one month ago.

"I heard through the grapevine that groups of developers, including a non-profit developer, were looking into the possibility of demolishing it and rebuilding an apartment complex on the site. I'd hate to see it go but if it's not doing well, I understand the economics behind it," Heller said.

Previously owned by United Artists, which filed for bankruptcy and merged with Regal Entertainment Group this year, the Alexandria's performance is "marginal at best," according to Dick Westerling, senior vice president of marketing and advertising at Regal Entertainment Group, located in Knoxville, Tennessee.

Westerling did not confirm any specifics on sales or possible buyers, but he did mention that the property is "up for redevelopment" and that there is "a lot of interest" in the property.

A project review meeting was been held between the SF Planning Commission and Sunnyvale developer Yamayoka Companies last October, but nothing was pursued after the meeting.

"The economies didn't work out and I really don't remember any fine details," said Lou Vasquez, vice president of construction for Yamayoka Companies.

Mary Woods, planner with the City's Planning Department, said there have been inquires by prospective buyers about what can be done with the land if purchased.

"The property is in an NE-3 coded area, which means that is on a moderately scaled mixed-use zoning space. Residential, business and retail establishments are allowed in this type of zone, but not fast food restaurants because of their dominance and proliferation."

Currently showing blockbuster movies, such as Sum of All Fears, the theater itself is on a watchlist by the San Francisco Neighborhood Theater Foundation, a non-profit organization leading efforts to preserve neighborhood movie theaters because it claims several theaters are being destroyed in order to build retail and housing complexes.

"Single and double-screen theaters that cannot compete with large multiplexes have been torn down. Since 1980, the City has lost more than 35 single-screen theaters and today has about 20 remaining," said Alfonso Felder, founder of the organization, referring to cases such as the demolition of Cinema 21 on Chestnut Street to build a Walgreens store.

"We are going to keep an eye on the Alexandria and as details become available, we will examine our options," he said.

If the Alexandria is torn down, the Bridge and the Four Star will be the only two remaining theaters in the area.

The single-screen Coronet Theater was purchased by the Institute on Aging in the summer of 2000 from United Artists. The current edifice will be torn down to build a low-income apartment complex with health and recreational services for senior citizens. Construction is scheduled to begin at the end of 2003.

"There are approximately 140,000 seniors in this City and we want to expand housing options as well as services for them," said Judy Loura, development director at the Institute on Aging.

Steve Indig, marketing manager at Landmark Theaters, which operates the Bridge, said that the rebuilding of theaters into other types of establishments will not affect Landmark Theaters because they serve a segmented audience with specialty art films not shown by the larger megaplexes.

"I can understand the economies of scale as far as the other theaters are concerned, but we are lucky because our patrons will only find the movies they want to see on our screens, not at the megaplexes. Landmark Theaters isn't affected by all these changes," he said.

Any changes concerning the use of the property the Alexandria is located on would have to come before the SF Planning Commission.

The SF Board of Permit Appeals and the SF Board of Supervisors could also render a decision if future land use issues arise.