This announcement marks the sixth month anniversary of the city and BRV’s free programming and amenities in Union Square.
“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,” said Mayor Daniel Lurie. “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.
Cinema on the Square is the latest development to BRV’s 200 days of programming in Union Square in Mayor Daniel Lurie’s broader revitalization efforts to reinvigorate San Francisco’s premier retail and hospitality district, and builds on a series of initiatives and programs to support the prosperity and economic success of Union Square including three Vacant to Vibrant Pop up businesses, Al Pastor Papi, Taylor Jay, and Nooworks, and activating the Union Square district through Winter Walk, Bloom, Tulip Day, and more recently the Cable Car Turnaround in partnership with the Union Square Alliance.
“We want everyone to feel like there’s something for them downtown. Whether you’re a shopper, food-lover, or just enjoy people-watching – there’s a lot of new energy in and around Union Square, and these free movie nights add another reason to make a day of it,” said Anne Taupier, Executive Director of the Office of Economic and Workforce Development. "By drawing more people to the heart of the city, the opportunities to support nearby businesses, create vibrant public spaces, and drive a thriving downtown economy become even stronger.”
“Union Square has always been one of San Francisco’s most iconic gathering places, and events like Cinema on the Square breathe fresh life into its heart,” said SF Rec and Park General Manager Phil Ginsburg. “This isn’t just an outdoor movie—it’s a celebration of community, creativity, and connection. With games, trivia, contests, and the joy of watching a film under the stars, we’re creating the kind of shared experiences that make people fall in love with downtown all over again.”
The cinema series, presented in partnership with Alamo Drafthouse Cinema, will bring their commitment of creating unforgettable movie experiences to Union Square. The movies will debut on Saturday, August 16th with Mrs. Doubtfire, followed by Disney’s “Big Hero 6” on Saturday, September 20th, and will conclude on Saturday, October 4th with Alfred Hitchcock’s classic “The Birds”. Each screening will be preceded by a preshow curated by Alamo Drafthouse, featuring movie trivia, prizes, and entertainment. The opening night will feature a special Mrs. Doubtfire look-a-like contest at 7pm. Guests are invited to don their best frock and knee socks for prizes including free Alamo Drafthouse passes and more.
Limited chairs will be available on a first-come, first served basis. Attendees are encouraged to bring their own low chairs, blankets, and warm layers for comfort.
Mark Hennon, Project Manager of Union Square Plaza for BRV said, “We are pleased to bring free movies back to Union Square that add transformative community value to the heart of downtown San Francisco. By expanding our programming into the evening hours this activates the plaza further around the clock with family-friendly experiences and world-class amenities.”
"We're honored to partner with Mayor Daniel Lurie, the city of San Francisco, and BRV to bring Cinema on the Square to Union Square," said John Smith, West Coast Marketing Director at Alamo Drafthouse Cinema. "Ten years after our New Mission theater opened and just a few weeks after the debut of our two new locations in Santa Clara and Mountain View, we're more committed than ever to bringing unforgettable cinematic experiences to the Bay Area."
This free programming is made possible by a grant from the Office of Mayor Daniel Lurie and the San Francisco Office of Economic and Workforce Development to Biederman Redevelopment Ventures, with cinema programming and expertise provided by Alamo Drafthouse Cinema, in cooperation with San Francisco Recreation and Parks and support from the Union Square Alliance.
Union Square welcomes almost 10 million visitors a year and offers more than 4.8 million square feet of retail space. Since assuming office, Mayor Lurie has taken action to boost Union Square’s recovery by creating a permanent San Francisco Police Department Hospitality Zone Task Force to keep the area safe 365 days a year, proposing new state legislation to support nightlife by creating more liquor licenses for new bars and restaurants to open, streamlining permitting to support small business owners and property owners with Permit SF, extending First Year Free to help small business open and grow, and creating a downtown revitalization financing district to support the conversion of vacant and underutilized offices and commercial buildings into much-needed housing.
About Biederman Redevelopment Ventures
BRV creates, redevelops, and operates parks, public spaces, and neighborhood streetscapes in 36 states and seven countries and has been recognized for its success in using private management to revitalize urban public spaces. BRV President Dan Biederman is one of the country’s leading urban planners and redevelopers and has worked with some of the most successful public venues in the country, including Salesforce Park in San Francisco.
About The San Francisco Office of Economic and Workforce Development
The Office of Economic and Workforce Development advances equitable and shared prosperity for San Franciscans by growing sustainable jobs, supporting businesses of all sizes, creating great places to live and work, and helping everyone achieve economic self-sufficiency. For more information, please visit www.oewd.org.
About The San Francisco Recreation and Park Department
The San Francisco Recreation and Park Department currently manages more than 230 parks, playgrounds and open spaces throughout San Francisco, including two outside city limits—Sharp Park in Pacifica and Camp Mather in the High Sierras. The system includes full-complex recreation centers, swimming pools, golf courses, sports fields and numerous small-to-medium-sized clubhouses that offer a variety of sports- and arts-related recreation programs for people of all ages. Included in the Department’s responsibilities are Golden Gate Park, Coit Tower, the Marina Yacht Harbor, the San Francisco Zoo and Lake Merced.
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