After multiple closures and a costly saga involving a Korean conglomerate that lost $54 million in just 18 months, one of San Francisco's largest movie theaters has officially returned from the dead. Apple Cinemas Van Ness opened its doors Thursday at the historic Don Lee Building, marking the third incarnation of the 14-screen multiplex in less than a decade.
The Massachusetts-based theater chain's arrival represents both a victory for Van Ness Avenue's ongoing revitalization and a significant gamble on San Francisco's beleaguered cinema landscape. According to the San Francisco Chronicle, the theater welcomed customers with blockbuster screenings including the new "Superman" reboot, "Jurassic World: Rebirth," and "28 Years Later."
A Theater's Tumultuous Journey
The venue at the corner of Van Ness Avenue and O'Farrell Street has experienced a roller-coaster existence since AMC Theatres first converted the 1921 Don Lee Building into a multiplex in 1998. As reported by SFGate, AMC operated the theater for over two decades before closing in February 2019 amid declining conditions and construction disruptions.
Korean entertainment giant CGV Cinemas took over the space in September 2021, investing heavily in 4DX technology with synchronized motion seats and other premium amenities. However, according to SFist, the venture became a financial disaster. Court documents revealed that CGV spent approximately $15 million on renovations, paid a $75.2 million lease guarantee, and eventually bought the building for $28 million before flipping it at a significant loss to avoid negative publicity.
Jessica Robitaille, Apple Cinemas' Director of Operations, told the Chronicle that the company is paying "less than a third" of what CGV paid in rent. "I think San Francisco opens up a lot of opportunities," Robitaille said, noting the building's historic architecture. "I think it's really a fantastic space that we have to work with and we have big plans for it."
Luxury Cinema with Modern Technology
Apple Cinemas has positioned the venue as a luxury experience, featuring one IMAX screen and what the company claims will be San Francisco's first LED cinema screen. Co-founder Siva Shan emphasized to the Chronicle that "Every Apple Cinema is a luxury movie theater," with plans to eventually add a restaurant, bar, and recliner seats.
The 14-screen theater occupies 92,724 square feet of the historic Don Lee Building, which was originally constructed as an ornate Cadillac showroom in 1921 by architects Weeks & Day. According to the National Register of Historic Places, the building is one of the three most architecturally significant automobile showrooms on San Francisco's historic Auto Row and holds both National Register and San Francisco Landmark designations.
Broader Context of Bay Area Theater Struggles
The Apple Cinemas reopening occurs against a backdrop of significant challenges facing Bay Area movie theaters. According to the Mercury News, the region has seen numerous closures, including ShowPlace Icon theaters in San Jose and Mountain View in July 2024, and the Cinemark Century Northgate in San Rafael in November 2024.
Industry-wide, theaters continue to struggle with post-pandemic recovery. Variety reported that 5,700 movie screens nationwide have been shut down, with 2024 box office grosses falling 23.5% below pre-pandemic levels.
However, some Bay Area theaters are finding success through renovation and community engagement. The Mercury News highlighted the successful reopening of the historic Delta Theater in Brentwood after a full renovation, demonstrating that strategic investment in theater infrastructure can yield positive results.
Van Ness Corridor Transformation
The theater's reopening benefits from significant infrastructure improvements along Van Ness Avenue. According to SFMTA, the Van Ness Bus Rapid Transit project, which completed in April 2022 after six years of construction, has made bus travel 36% faster and 45% more reliable while reducing injury traffic collisions by 50%.
James Kilpatrick, an investor in the partnership that owns the Don Lee Building, noted to the Chronicle that Muni's Van Ness BRT project "has dramatically increased traffic flow and efficiency and should help the theater's viability." The building is also experiencing renewed activity with new tenants including the Emerald Lounge coffee shop, a fitness center, and food establishments.
Expansion Plans and Employment
The Van Ness location marks Apple Cinemas' 14th theater and first outside the Northeastern United States. According to the Chronicle, the company has also signed a lease to take over the former Century Blackhawk Plaza in Danville, which should reopen by the end of the year.
For the initial Van Ness opening, Robitaille said the company is looking to fill between 30 and 35 jobs. The theater is already showing early signs of customer enthusiasm, with SFGate noting largely positive Google reviews after its first weekend, including one customer who said "So happy it's back."
A Historic Building's New Chapter
The Don Lee Building's transformation from automobile showroom to cinema reflects broader changes in urban commercial real estate. Originally built for Don Lee, who by 1926 sold more Cadillacs than any other dealer in the country except one, according to historical records, the building anchored what was nicknamed San Francisco's "Automobile Row" in the 1920s.
The current Apple Cinemas venture represents hope for both the building's continued relevance and the broader viability of theatrical exhibition in San Francisco. As the industry grapples with changing viewing habits and economic pressures, the success or failure of this latest incarnation will likely influence future investment in Bay Area cinema infrastructure.
