Roxie Cinema
A historic San Francisco nonprofit arthouse cinema known for independent, repertory, documentary, and festival programming.
Last updated August 26, 2026
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Overview
Roxie Cinema, also known as the Roxie Theater or simply the Roxie, is a historic nonprofit community cinema in San Francisco's Mission District. Founded in 1912, it is among the oldest continuously operating movie theaters in the United States. The venue occupies a building at 3117 16th Street and has traditionally operated as a small-scale exhibition space centered on independent, international, repertory, documentary, and socially engaged film. The theater has operated under several names. It opened as the Poppy in 1912, became the New 16th Street in 1916, the Rex in 1920, the Gem in 1926, and the Gaiety in 1930. A major renovation in 1933 produced the Roxie name and the distinctive neon marquee that became one of the venue's defining visual features. The main auditorium seats approximately 300 people. In 2003, a second, 49-seat venue called the Little Roxie opened two doors away, allowing the organization to expand its programming capacity. The Roxie experienced a difficult period during the late 1960s, when neighborhood decline led to its use as a pornography theater. In March 1976, film enthusiasts Robert Christopher Evans, Dick Gaikowski, Peter Moore, and Tom Mayer acquired and remodeled the theater, redirecting it toward art and independent cinema. This transition established the cultural identity that has defined the venue for subsequent decades. In 1979, the Roxie hosted the United States premiere of Luis Buñuel's L'Âge d'Or, a 1930 film that had been unavailable in the country for nearly half a century. The cinema has served as a home or venue for numerous film festivals, including Frameline, San Francisco IndieFest, the San Francisco Jewish Film Festival, the Arab Film Festival, and the San Francisco Transgender Film Festival. Its programming has also included repertory presentations, 35mm screenings, documentaries, international cinema, and community-oriented events. RoxCine, an ongoing Spanish-language film series developed under Isabel Fondevila, broadened the theater's connection with Spanish-language audiences. The Roxie's institutional structure changed several times in the twenty-first century. In 2006, it became affiliated with New College of California and was renamed the Roxie Film Center at New College. The college's closure in 2008 ended that support, after which Rod Holt and his son Alan took over the theater's lease. During Christopher Statton's executive tenure, the organization strengthened its nonprofit and community-based identity, launched the Lights. Camera. Action! Awards for Bay Area social-justice documentary filmmakers, and raised substantial operating support. Later leadership concentrated on financial stability, technical and facilities improvements, digital outreach, repertory 35mm programming, and restoration of the historic marquee. The Roxie also has a distribution arm, Roxie Releasing, which has released and circulated independent films, particularly documentaries. Its catalog has included works such as Nico Icon, Kurt & Courtney, Genghis Blues, Rivers and Tides, and Biggie & Tupac, as well as a 30th-anniversary re-release of George A. Romero's Night of the Living Dead. In 2024, the organization signed an agreement to purchase the building housing the theater. After a nearly year-long fundraising campaign supported by patrons and other contributors, the purchase was announced as successful in July 2025. The acquisition marked an important step in securing the Roxie's long-term physical presence and preserving its role as a neighborhood arts institution. The brand's current identity is therefore rooted less in commercial scale than in independent exhibition, film preservation, cultural diversity, nonprofit operation, and direct community support.
History
The Roxie began operating in San Francisco in 1912 as the Poppy. During its early decades it changed names several times, becoming the New 16th Street in 1916, the Rex in 1920, the Gem in 1926, and the Gaiety in 1930. A 1933 renovation established the Roxie name and introduced the building's unusual neon marquee, which did not include a space for displaying movie titles. The main auditorium has approximately 300 seats. The theater's fortunes followed those of the surrounding Mission District. During the neighborhood's decline in the late 1960s, it operated as a pornography theater. In March 1976, Robert Christopher Evans, Dick Gaikowski, Peter Moore, and Tom Mayer bought and remodeled the venue, converting it into an art and independent film center. The new direction made the Roxie an important part of San Francisco's alternative cinema culture. From November 1 to 15, 1979, it presented the U.S. premiere of Luis Buñuel's L'Âge d'Or, a 1930 film that had been banned in the United States for almost fifty years. The Roxie subsequently became associated with a broad range of film festivals, including Frameline, San Francisco IndieFest, the San Francisco Jewish Film Festival, the Arab Film Festival, and the San Francisco Transgender Film Festival. A 49-seat second venue, the Little Roxie, opened two doors from the main theater in 2003. In December 2005, an agreement was announced for New College of California to acquire the theater. The change took effect on January 1, 2006, when the theater became part of the college's Media Studies Program and was renamed the Roxie Film Center at New College. An anonymous donor paid the theater's debts, and the college registered it as a nonprofit corporation. New College announced its closure on February 26, 2008, ending its institutional support. Rod Holt and his son Alan then took over the lease. In 2010, Alan Holt moved from executive leadership to the board. Christopher Statton joined as executive director and board member, while Megan Wilson became a co-executive director after working as a development consultant. During this period, the Roxie reinforced its community-based nonprofit model. Statton created the Lights. Camera. Action! Awards for Bay Area social-justice documentary filmmakers; the first awards recognized Rob Epstein, Jeffrey Friedman, and Hima B for work that helped draw attention to the experience of living with HIV/AIDS. Statton also raised more than $400,000 in contributions for programming and operations. He resigned in 2013 for health reasons and later received the Marlon Riggs Award from the San Francisco Film Critics Circle. Isabel Fondevila became director in December 2013. She expanded the festival program and developed RoxCine, a continuing series of Spanish-language films. Dave Cowen became executive director in 2015, with Fondevila continuing as Director of Programming. Cowen's tenure included projection and facility upgrades, stronger social-media activity, and an emphasis on repertory films shown in 35mm. The neon marquee was fully restored, and the California State Assembly recognized the Roxie as Small Business of the Year in 2017. In August 2017, Sundance veteran Elizabeth O'Malley became executive director and Lex Sloan was promoted from Operations Director to general manager. Cowen remained on the board. The organization also operated Roxie Releasing, an independent distribution initiative specializing in documentaries and other independent films. Its releases included Vincent: The Life and Death of Vincent Van Gogh, Red Rock West, Nico Icon, Freeway, Kurt & Courtney, Megacities, Genghis Blues, Rivers and Tides, and Biggie & Tupac, along with a 30th-anniversary re-release of Night of the Living Dead. In 2024, the Roxie signed an agreement to purchase the building in which it operates. A nearly year-long campaign raised support from patrons and other contributors, and the successful purchase was announced in July 2025. Securing the building strengthened the theater's prospects as a permanent nonprofit cultural institution in the Mission District.
- 2025
Building purchase announced
[1]The Roxie announces that a fundraising campaign has enabled the purchase of its longtime home.
- 2024
Agreement to acquire the theater building
[1]The organization signs an agreement with its landlord to purchase the building.
- 2017
Marquee restoration and state recognition
[1]The historic neon marquee is restored, and the California State Assembly names the Roxie Small Business of the Year.
- 2013
RoxCine is developed
[1]Director Isabel Fondevila expands festival activity and establishes an ongoing Spanish-language film series.
- 2006
New College affiliation begins
[1]The venue joins New College of California's Media Studies Program and adopts the Roxie Film Center at New College name.
- 2003
Little Roxie opens
[1]A 49-seat companion screening room opens near the main auditorium.
- 1979
U.S. premiere of L'Âge d'Or
[1]The Roxie presents Luis Buñuel's long-banned 1930 film to U.S. audiences.
- 1976
The theater becomes an independent art cinema
[1]A group of film enthusiasts purchases and remodels the venue after its period as a pornography theater.
- 1933
The Roxie name and marquee are introduced
[1]A renovation gives the venue the Roxie name and its distinctive neon marquee.
- 1912
The theater opens as the Poppy
[1]A movie theater begins operating at the future Roxie site in San Francisco's Mission District.
Products and positioning
A nonprofit neighborhood arthouse cinema emphasizing independent, international, documentary, repertory, festival, and socially relevant film, with a strong connection to San Francisco's film community.
Cinema venue · 1912
Main Roxie Theater
The approximately 300-seat principal auditorium presents independent, international, documentary, repertory, and festival films. Its restored neon marquee is a prominent architectural and visual feature, while its programming reflects the Roxie's role as a nonprofit community arthouse rather than a multiplex.
Cinema venue · 2003
Little Roxie
The Little Roxie is a 49-seat companion theater located two doors from the main venue. Opened in 2003, it provides additional capacity for smaller releases, specialized series, festival programs, and community screenings.
Film series · 2013
RoxCine
RoxCine is an ongoing Spanish-language film series created during Isabel Fondevila's leadership. It broadened the theater's language and cultural programming while reinforcing its relationship with diverse audiences in San Francisco.
Film distribution
Roxie Releasing
Roxie Releasing is the theater's independent distribution initiative. It has been particularly associated with documentary distribution and has handled titles including Nico Icon, Kurt & Courtney, Genghis Blues, Rivers and Tides, Biggie & Tupac, and a 30th-anniversary re-release of Night of the Living Dead.
Marketing campaigns
- 2024Building acquisition fundraising campaign
San Francisco Bay Area
The organization sought patron and community donations to support the purchase of the building housing the theater.
Outcome. The purchase was announced as successful in July 2025 after nearly a year of fundraising.
- 2010Lights. Camera. Action! Awards
San Francisco Bay Area
The Roxie created awards recognizing Bay Area social-justice documentary filmmakers and their contributions to public awareness.
Outcome. The inaugural awards recognized Rob Epstein, Jeffrey Friedman, and Hima B for work addressing HIV/AIDS and related lived experiences.
Brand decisions
2024
Acquire the theater buildingM&ABackground
Long-term control of the venue's property was important to preserving the Roxie's physical and cultural presence in the Mission District.
Action taken
The organization signed a purchase agreement with its landlord and launched a community fundraising effort.
Aftermath
The building purchase was announced as successful in July 2025.
2015
Emphasize repertory film and operational improvementsStrategyBackground
The theater sought stronger financial performance and a more distinctive program.
Action taken
Under Dave Cowen, the Roxie improved projection and facilities, increased social-media activity, and focused more heavily on repertory films shown in 35mm.
Aftermath
The theater was reported to have returned to profitability during the following two years and received state recognition in 2017.
2006
Join New College of CaliforniaM&ABackground
The theater faced financial and institutional pressures and reached an agreement with a nearby liberal arts college.
Action taken
The Roxie became part of New College's Media Studies Program and was renamed the Roxie Film Center at New College.
Aftermath
New College's closure in 2008 ended the affiliation, after which the Holt family took over the lease.
1976
Redirect the venue toward art and independent filmStrategyBackground
The theater had operated as a pornography venue during a period of neighborhood decline.
Action taken
New owners Robert Christopher Evans, Dick Gaikowski, Peter Moore, and Tom Mayer remodeled the venue and established an art and independent film program.
Aftermath
The change became the foundation of the Roxie's modern identity as a community arthouse cinema.
Recent events
- 2025
Roxie announces successful building purchase[1]
M&A
Following a nearly year-long fundraising campaign, the theater announced that the purchase of its building had been completed or secured.
- 2024
Roxie signs agreement to purchase its theater building[1]
M&A
The organization entered into an agreement with its landlord to acquire the building that houses the theater.
- 2017
Roxie receives California Small Business of the Year honor[1]
Other
The California State Assembly honored the theater as Small Business of the Year after a period of operational improvements and renewed financial stability.
- 2008
New College closes and Roxie support ends[1]
Leadership change · Other
New College announced its closure, ending the institution's support for the theater. Rod Holt and Alan Holt subsequently took over the lease.
- 2006
Roxie joins New College of California[1]
M&A
The theater became part of New College's Media Studies Program and operated under the name Roxie Film Center at New College.
- 2003
Little Roxie opens[1]
Other
A 49-seat companion venue opened near the main theater, expanding the organization's screening capacity.
- 1979
Roxie hosts U.S. premiere of L'Âge d'Or[1]
Other
The theater presented the United States premiere of Luis Buñuel's 1930 film L'Âge d'Or, which had been banned in the country for almost fifty years.
Sources2 sources
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