Union Square's newest attempt to lure crowds back to the beleaguered shopping district comes with popcorn and a projector. Starting August 16, "Cinema on the Square" will transform the plaza into an outdoor theater for three Saturday evening screenings, kicking off with the Robin Williams classic "Mrs. Doubtfire" — a fitting choice for a district that's been masquerading as something it's not for years.
Source: San Francisco Recreation and Park Department
The free movie series represents the latest chapter in what's become a sustained campaign to breathe life back into downtown San Francisco's most visible symbol of retail decay. Mayor Daniel Lurie, continuing the programming initiative launched by his predecessor London Breed, announced the partnership with Biederman Redevelopment Ventures Corporation (BRV) and Alamo Drafthouse Cinema as part of the ongoing 200-day activation strategy that began six months ago, according to the City & County of San Francisco.
Filling the Sundown Cinema Void
The timing couldn't be more pointed. San Francisco's beloved Sundown Cinema series, which brought outdoor movies to parks citywide for over two decades, officially ended its run and won't return in 2025, as reported by FunCheap. Cinema on the Square appears designed to fill that entertainment vacuum, though with a more targeted approach focused squarely on downtown's commercial heart rather than neighborhood parks across the city.
"Our administration is working every day to bring energy and vibrancy back to downtown, and events like Cinema on the Square are building on that momentum," Lurie said. "When downtown is dynamic, visitors come to our city and support our businesses and restaurants—that's how we support our economic recovery. I'm thrilled to bring families and young people back to downtown for three exciting movie nights in Union Square." The programming follows September's "Big Hero 6" and concludes October 4 with Alfred Hitchcock's "The Birds" — which notably features Union Square itself in its opening scene, according to the Chronicle.
BRV's Track Record and Challenges
The choice of BRV as programming partner reflects both ambition and acknowledgment of Union Square's troubled state. BRV President Dan Biederman built his reputation transforming New York's crime-infested Bryant Park in the 1990s and has since consulted on "problematic spaces" nationwide, as reported by SF Examiner. In San Francisco, the firm has managed Salesforce Park since 2017 and consulted on Mission Rock development projects.
Yet BRV's Union Square engagement represents a more challenging assignment. While Bryant Park faced discrete urban decay issues, Union Square contends with layered economic pressures: nearly 40 retail stores have closed in the area since 2020, and major retailers like Westfield have abandoned their Union Square properties citing "challenging operating conditions," according to CNN.
Context of Ongoing Struggles
The movie nights launch against a backdrop of persistent challenges that programming alone may not address. While the Central Police District reported a 44% decrease in crime year-over-year as of late 2024, according to the City & County of San Francisco, concerns about retail theft and public safety continue to influence business decisions in the area. Some retailers have installed physical barriers to prevent car-ramming theft attempts, highlighting the security challenges that persist despite increased police presence, as reported by CBS San Francisco.
The broader economic context also shapes expectations for the program's impact. Tourism to San Francisco hasn't fully recovered to pre-pandemic levels, particularly from Asian markets that historically drove significant spending in Union Square's luxury retail corridor, according to CNN.
A Pattern of Programming Solutions
Cinema on the Square follows other recent activation efforts including "Winter Walk," "Bloom," and "Tulip Day" events. BRV's programming has expanded to include "Toddler Tuesdays," cultural showcases, and craft activities throughout the week, according to the Union Square website. The consistent thread in these initiatives is the belief that sustained programming can shift public perception and foot traffic patterns in a district that has become synonymous with urban challenges.
Mark Hennon, BRV's Project Manager for Union Square Plaza, emphasized the community value aspect: "We are pleased to bring free movies back to Union Square that add transformative community value to the heart of downtown San Francisco." The phrase "bring back" notably acknowledges that outdoor cinema programming previously existed in Union Square, though not in recent years.
Each Cinema on the Square screening will feature pre-show entertainment curated by Alamo Drafthouse, including trivia contests and themed activities. The opening night promises a Mrs. Doubtfire look-alike contest, with prizes including free Alamo Drafthouse passes — an incentive structure that seeks to blend entertainment with commercial partnerships.
