Walk into the Metreon today and you might feel a bit of a disconnect. It’s located right at the corner of 4th and Mission, smack in the middle of San Francisco’s Yerba Buena district. Most people go there now to grab a 12-pack of paper towels at Target or catch a blockbuster on the massive IMAX screen. But if you look closely at the sleek, metallic exterior and the cold glass lines, you can still see the ghosts of a very different era.
Back in 1999, this wasn't just a mall. It was Sony Metreon San Francisco, an $85 million bet on the future of "urban entertainment."
Sony didn’t just want to sell you a Discman; they wanted to own your entire Saturday afternoon. They envisioned a "Digital Age Disney" where you’d spend hours immersed in high-tech experiences that didn’t exist anywhere else. For a few years, it actually worked. The place was packed. Then, slowly, the "future" became the past.
What the Metreon Used to Be
If you’re a local who grew up here in the early 2000s, the memories are probably vivid. It was a sensory overload. Honestly, it felt like stepping onto the set of a sci-fi movie that hadn't quite decided if it was a utopia or a dystopia.
The ground floor was home to the PlayStation Store, the first of its kind in the United States. You could play hundreds of games on kiosks, and it felt like a holy site for gamers. Upstairs, things got weirder and cooler. There was The Airtight Garage, a futuristic arcade inspired by the French artist Moebius (Jean Giraud). It wasn't your typical Dave & Buster’s. It had custom games like Quaterpower and Hyperbowl, where you threw a real bowling ball at a digital screen.
And we can't forget Where the Wild Things Are.
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It was a massive interactive walk-through attraction based on Maurice Sendak’s book. It was beautiful, slightly creepy, and completely unique. Sony even had their own currency for a while. It was ambitious. Maybe too ambitious.
Why the "Sony" era ended
By 2006, the novelty was wearing off. Sony realized that running a high-concept theme park inside a city mall is incredibly expensive. Most people were coming for the movies and the food, not to pay high ticket prices for interactive art.
Eventually, Sony sold its stake. The "Sony" was dropped from the name, and the building underwent a massive identity shift. They literally "threw open the doors," adding more glass and street-facing entrances to make it feel less like a closed-off fortress and more like a part of the neighborhood.
The Modern Metreon: A Different Kind of Hub
Today, the Metreon has survived by becoming practical. It’s one of the few places in downtown San Francisco where you can actually get things done.
The biggest draw is undoubtedly the AMC Metreon 16. It houses one of the largest IMAX screens in North America. This isn't one of those "Lie-MAX" screens you find in suburban multiplexes; this is the real deal. It’s one of the few theaters in the world equipped with both dual laser projection and 70mm film capabilities. When a Christopher Nolan movie comes out, people travel from all over the Bay Area just to sit in those seats.
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Then there's the City Target.
Opened in 2012, it took over a huge chunk of the second floor. It was a controversial move at the time—San Francisco isn't always kind to "big box" retailers—but it saved the building. It’s basically the pantry for everyone living in SoMa and South Beach.
Eating at the Metreon
The food court—officially the Dining Terrace—is actually pretty great if you know where to look. It’s a mix of corporate staples and local favorites.
- Super Duper Burgers: Usually has a line, for good reason.
- DABAO Singapore: Killer laksa and Hainanese chicken rice.
- Rolling Dumpling: Good for a quick fix of Chinese comfort food.
- HEYTEA: The spot for those obsessed with cheese foam tea.
It’s a weird mix. You’ve got tech workers grabbing lunch, tourists lost on their way to Union Square, and movie buffs waiting for the 7:00 PM showing of whatever Marvel movie is out.
Does it still matter?
Sorta.
It’s no longer the "future," but it’s a vital piece of the city's infrastructure. In a city where retail is struggling, the Metreon stays busy. It’s right next to the Moscone Center, so when Dreamforce or GDC is in town, the place is a madhouse.
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The City View event space on the fourth floor is also a hidden gem. It has a massive terrace that overlooks Yerba Buena Gardens. If you ever get a chance to go to a corporate party or a wedding there, take it. The view of the skyline at night is probably the best in the city.
Tips for Visiting
If you're heading down there, keep a few things in mind.
- Parking is a nightmare: Use the 5th & Mission Garage across the street. It’s huge, but it’s also pricey. If you can, just take BART or Muni to Powell Street; it’s a short walk.
- IMAX Seating: If you're seeing a movie in the big IMAX theater, book your seats weeks in advance. The "sweet spot" is the back third of the house. If you sit too close, the screen is so big you’ll give yourself whiplash trying to follow the action.
- The Target Secret: It’s often less crowded than the one on Mission Street, but it sells out of essentials fast during convention weeks.
The Sony Metreon San Francisco started as a dream of a digital playground. It ended up as a very useful, very busy urban mall. It might not have changed the world like Sony hoped, but for a city that’s constantly changing, its ability to adapt is probably its most impressive feature.
Next Steps for Your Visit:
Check the current IMAX schedule at the AMC Metreon 16 to see if any 70mm or "True IMAX" 1.43:1 ratio films are playing, as these offer a viewing experience you literally cannot get anywhere else in Northern California. After the movie, walk across the street to Yerba Buena Gardens to see the building's architecture from the park—it's the best way to appreciate the "fortress" design Sony originally intended.