Lex Sloan, Henry S. Rosenthal, and The Roxie, Part 2 (S8E8)

In Part 2, we pick up right where we left off in Part 1. Continuing her history of 3117 16th Street, Lex notes that “The Roxie has lived many lifetimes.” She describes the Eighties and Nineties as busy times for the theater. They ran a series of Werner Hertzog films in that era. Akira Kurisawa visited for some of his movies. Many local films and film festivals took place at The Roxie. Frameline was set there. San Francisco and the greater Bay Area were becoming something of a cinema mecca.

The aforementioned Roxie Releasing ended up helping the business in times when ticket sales weren’t so hot. Even then, the theater went through some really rough patches financially. That persisted into the early 2000s. And then, The New College came along. The Roxie became the school’s film center, in fact. Hope emerged … until The New College lost its accreditation and had to shutter.

In 2009, with a still-uncertain future ahead of it, The Roxie officially became a nonprofit, one of the first of its kind. It was a huge turning point for the theater—but it didn’t solve all their problems. There were numerous “Save The Roxie” campaigns, and about 10 years ago or so, the Board contemplated closing down for good.

Obviously, that didn’t happen. But in 2020, like every person and business on the planet, The Roxie fell victim to the pandemic. Lex walks us through how COVID and the ensuing shutdown impacted the theater. In the years leading up to 2020, the theater was finally thriving again. But they were the first movie theater in San Francisco to shut down, which they did so voluntarily before the mandate. The Roxie stayed shuttered for 434 consecutive days during COVID. In that time, employees sent postcards to Roxie members; they did pop-up drive-in cinemas; they did “Virtual Roxie,” in which the theater curated movies folks could watch from home; and they held online panel discussions with filmmakers.

Once they felt it was safe and they reopened The Roxie, it all felt worth the sacrifices. Instantly, the theater was full of people and life and joy. Despite all that, though, financial struggles resumed once again. Eventually, as many businesses were able to do, they got back to full capacity movie screenings.

The conversation shifts to The Roxie’s ongoing efforts to buy the building it’s situated in. Henry describes the process, which began with a feasibility study. The study came back in the affirmative—they had a real shot at raising the money needed for such a huge endeavor. He describes the current board members as a cohesive bunch. No factions exist and they all are aligned with laser-sharp focus.

The next step was convincing the landlords to sell to them, to prove that the non-profit was capable of raising the kind of money it would take to get the deal done. That took about a year of back-and-forth. But after that process of negotiating with the building’s previous owner, they had an asking price. They could then raise money.

The first donations came from Roxie Board members. In fact, within two weeks of launching the capital campaign, every member of the Board had donated. Then many of those Board members began pitching … and pitching … and pitching. This April, the efforts went public, and to great success. The lovefest began.

The goal from the outset was to raise $7 million in three years. As The Roxie approaches the end of the second year of its fundraising (meaning nowadays), it’s within striking distance. Because the total amount that they’re raising includes money for way overdue maintenance and upgrades, they already have enough for the basic purchase. In fact, the building is already under the ownership of The Roxie Theater nonprofit organization.

Now that the goal is in sight, they’re aiming to close 2025 with a final push to make it to $7 million in two years instead of three. And that’s where you and I come in. If you or anyone you know would like to help a San Francisco landmark further cement its legacy in our city by buying its building, find more info and make a donation, please visit the Forever Roxie page. For donations of $30 and above, you will receive a Forever Roxie enamel pin. Donations of $60 and above receive the pin and a specially-designed pair of Roxie socks. For a donation of $120 and above, you receive all of the above along with a long-sleeve Roxie tee shirt. Also, from now through December 31, the Walter and Elise Haas fund will match every gift to the campaign.

We end this episode with Lex reminding folks about The Roxie’s weekly newsletter, which goes out every Wednesday and is always a delight. Go to roxie.com and click the “newsletter” button at the top-right to sign up.