Coronet Theater Replacement Plan Released

By Andy Sywak

Inside it is a familiar scene. A wrap-around screen and digital surround sound broadcasts the ferocious noises of "The Matrix: Reloaded" to a packed crowd. Movie posters outside promise upcoming summer blockbusters. But this could be the last summer "coming soon" posters will adorn the front of the Coronet Theatre at 3575 Geary Blvd. A planned demolition next summer will reduce the number of movie theaters in the Richmond District from five to four.

The Goldman Institute on Aging (IOA), in partnership with the Bridge Housing group, are planning to tear down the single-screen theater on Geary, between Arguello Boulevard and Palm Avenue, to build a new six-story housing and care unit for low-income seniors. The two non-profits' plan calls for a total of 150 housing units, an underground parking garage and two floors of offices in a building that will reach up roughly to the "C" in the Coronet sign.

"We think this project is an excellent opportunity to really create a model for a senior community in San Francisco," said Isaac Henderson, the Bridge project manager for the Coronet. "The opportunity to have senior housing and senior health services in one building really provides an upgrade to the quality of life for seniors living in independent housing because they will really be able to age in place."

As the master developer for the entire project, Bridge will own and manage the top four stories - with 120 housing units restricted for use by seniors with income at or below 50 percent of the area's median income. IOA, which bought the floundering cinema from United Artists in July of 2000 and leases it to an entertainment group, will retain ownership of the first two floors. A non-profit that provides assisted care, medical research and health centers for seniors, the IOA will house its headquarter offices at the site alongside an area providing senior health services.

"A lot of times you'll have senior housing here and senior health a long, long ways away," Henderson said. "It's great to have them in one building. It just makes so much sense."

Ken Donnelly, executive vice president of IOA, said the project has just submitted plans to the SF Planning Department for demolition to begin in the late summer of 2004, with ground expected to be broken that Fall. Barring the emergence of a major donor, Donnelly said the building will be called the Geary Boulevard Senior Living and Health Center. It has a "conservative" opening date of fall 2006.

Neighborhood reaction to the plan is mixed. While practically all welcome the addition of such a philanthropic enterprise, there has been skepticism about the new building's size.

"We have some legitimate concerns about the mass of the building and the impact on the neighborhood," said Jeff Hagan, president of the Francisco Heights Neighborhood Association. "The new building adds a lot of density to the neighborhood but not a lot of parking to complement that density."

One concern Hagan has is the removal of a parking lot, which will be covered over by the new project. Another concern was how the back side of the building would block light for residents on nearby Almaden Court, he said.

Film Community Upset
Built by Samuel H. Levin, the father of Irving "Bud" Levin, who founded the San Francisco International Film Festival, the Coronet will not be demolished without many sad film aficionados.

"All you can say is that it's really a shame," said Miguel Pendás, archivist and creative director for the SF Film Society (SFFS). "Some of these theaters are cultural treasures and it's been pretty well shown that it's not possible for them to operate on a commercial basis. I think this kind of situation just throws the spotlight back on society - to think about its cultural heritage being slowly destroyed in the area of cinematic exhibition."

Because concession sales make up the majority of a theater's revenue, single-screen theaters have a more difficult time turning a profit.

"I am sorry to see the Coronet go but you can't keep a business operating if it loses money," wrote Gary Meyer, proprietor at the Balboa Theater, in an e-mail from the Cannes Film Festival in France. "The Coronet did one-quarter the business of Metreon on 'Matrix: Reloaded' and it will fall apart quickly."

Opening in 1949, the 1,350-seat theater initially drew large crowds due to its plush seating and a large adjacent parking lot that once fit 400 cars. The theater began to suffer in the '70s but became famous in the film community after a long run of the original "Star Wars" in 1977 grossed $2 million in six months. The Coronet is known to be a favorite of "Star Wars" creator George Lucas, a place he has gone recently to watch the last two installments of the series.

"The Coronet Theatre is close to all of our hearts at Lucasfilm," said Jenne Cole, director of public relations for Lucasfilm. "It's sad to see something so beautiful go."