Mayor Lurie Announces Second Season Of Free Movies In Union Square

SAN FRANCISCO – Mayor Daniel Lurie today announced the second season of “Cinema on the Square,” expanding the series to five free movie screenings in Union Square this summer season. Hosted in partnership with the Office of Economic and Workforce Development (OEWD), Recreation and Parks Department, and Biederman Redevelopment Ventures Corporation (BRV), with the support of Alamo Drafthouse and Bank of America, the season adds to a wide range of existing free programming in Union Square.

The new season of “Cinema on the Square” follows a major step Mayor Lurie took earlier today to advance the Powell Street Improvement Project with $14.5 million in private funding to activate the critical corridor. Both initiatives are part of his “Heart of the City” plan to foster a downtown where people live, work, play, and learn. Powell Street and the broader area around Union Square and Yerba Buena have seen retail activity rebound in recent months, with a mix of locally grown small businesses and large retail brands such as The RealReal, AT&T, and Nintendo. Mayor Lurie and BRV built on that momentum by expanding the free daily programming and new amenities in Union Square, fostering a lively, welcoming public space. Since taking office, Mayor Lurie has worked to make downtown safer with the San Francisco Police Department Hospitality Zone Task Force, with boosting nightlife with approval for 20 new liquor licenses and a surge in office leasing as San Francisco now leads major U.S. cities in return-to-office rates.

“With incredible shopping and exciting free activities, Union Square is coming alive. Expanding ‘Cinema on the Square’ will bring even more energy,” said Mayor Lurie. “This area is getting safer, cleaner, and more vibrant. If you’re looking for a great family activity, hop on the cable car, grab a ping pong paddle, and check out KPop Demon Hunters on June 20.”

“‘Cinema on the Square’ is quickly becoming a new San Francisco tradition that we can all look forward to experiencing. I’m thrilled to welcome this movie series back to the iconic Union Square,” said District 3 Supervisor Danny Sauter. “It's sure to be an activity that draws thousands of residents and visitors to our downtown center to experience the best of our city and celebrate arts and cinema.”

The series of free outdoor movies will begin June 20 with a special one-year anniversary screening of “KPop Demon Hunters.” The award-winning film will be shown on the big screen as the official sing-along version from Netflix.

All Saturday night films begin at sunset with pre-show activities including performances, a bar, and prizes taking place two hours before sunset. On June 27, there will be a special Pride-themed edition of ‘Cinema on the Square’ with a screening of “The Birdcage.” July 25 features the San Francisco-based hit Disney film “The Princess Diaries” and, to help celebrate the Pokémon World Championships held in San Francisco, “Pokémon Detective Pikachu” will be shown on August 29. September 26 will see the filmed-in Union Square classic, “The Conversation.” Audience members can bring low chairs and are encouraged to bring blankets and warm layers.

“Watching a movie on the iconic Union Square is such a uniquely San Francisco experience, and we’re proud to continue investing in free, family-friendly programming that makes downtown welcoming and fun for everyone," said Anne Taupier, OEWD Executive Director. "When the community stays for a movie, they grab dinner beforehand, stop for dessert after, shop in nearby stores, and spend more time exploring the neighborhood. Public programming like ‘Cinema on the Square’ is creating the kind of activity that supports local businesses and reinforcing downtown as a destination people want to return to again and again.”

“After a successful first season, ‘Cinema on the Square’ is back for another summer, bringing people together in the heart of downtown for evenings filled with entertainment, connection, and community,” said Sarah Madland, Recreation and Parks Department General Manager. “Fun and engaging recurring events like these give people new reasons to enjoy our public spaces. They also build on the momentum of live music, free concerts, sports activations, and other programming happening throughout downtown, helping ensure the area remains a vibrant destination that offers something for everyone.”

Over the past year, in partnership with OEWD and RPD, and support from the Union Square Alliance, BRV has helped drive Union Square’s revitalizing by introducing new amenities and hosting 429 free programs—from weekly fitness classes and kids’ activities to crafts, chess, cultural performances, live music, and ‘Cinema on the Square’ film screenings. These programs engaged more than 800,000 participants and boosted daily plaza visitation by 13.7%, with visitors surveyed reporting a 99.3% satisfaction rate according to BRV.  In February, BRV’s “Big Game on the Square” activations drew more than 13,000 visitors over Super Bowl weekend.

“We are thrilled to bring back the second season of ‘Cinema on the Square’ with more screenings and a fun variety of both family-friendly blockbusters and cult classics celebrating the vibrant diversity of San Francisco audiences,” said Mark Hennon, BRV Union Square Plaza Project Manager.  

“Free and diverse daily programming has invigorated Union Square Plaza,” said Marisa Rodriguez, Union Square Alliance CEO. “Following the success of last year's ‘Cinema on the Square’ series, we're excited to see a lineup of five great films, including crowd-favorite “KPop Demon Hunters,” “The Birdcage,” which will be an amazing celebration of Pride Weekend in our community, and “The Conversation,” which was filmed right here in Union Square. I hope everyone brings their family, friends, and loved ones to enjoy these screenings and create new memories in Union Square.”

BRV’s 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, with ‘Cinema on the Square’ presented by Bank of America and Alamo Drafthouse Cinema, in cooperation with San Francisco Recreation and Parks and support from the Union Square Alliance.

“Alamo Drafthouse was built on the belief that movies deserve to be experienced, not just watched. A sing-along screening in the middle of Union Square, with thousands of people in costume singing every song together? That is exactly the kind of moment we exist to create,” said John Smith, Alamo Drafthouse Marketing Director. “‘Cinema on the Square’ is bringing people back downtown and reminding them what they have been missing. We're proud to be part of that.”

“‘Cinema on the Square’ is a wonderful reminder of the magic of experiencing films together on the big screen,” said Manijeh Fata, Film SF and San Francisco Film Commission Executive Director. “San Francisco has been a cinematic city for more than a century, inspiring filmmakers and serving as the backdrop for some of the world’s most beloved movies. As we continue to invest in San Francisco’s film future through our recently expanded ‘Scene in San Francisco’ incentive program, we're excited to welcome more productions, create more local jobs, and ensure that the next generation of iconic films and television projects are made right here in San Francisco.”