(L) The Uptown Theater’s current signage (Photo by Kevin Harber), (R) AMC’s proposal for replacing the signage. (Image via Historic Preservation Review Board)

A cinema chain has canned its plan to replace the iconic Uptown Theater sign in Cleveland Park after residents kicked up a fuss.

AMC Loews, the current operator of the historic one-screen movie theater, submitted a proposal to the D.C. Historic Preservation Review Board that would replace the 81-year-old, Art Deco sign with a new AMC-branded sign.

The plan was flagged by a member of the bustling Cleveland Park Listserv, who sent out the legally required public notice hanging on the theater’s window. It says that the proposal would “Remove vintage ‘Uptown’ sign. Replace with new ‘AMC’ sign.”

Carin Ruff, the executive director of the Cleveland Park Historical Society, says that she learned about AMC’s plans through the listserv, and was surprised by the uniformity of responses on the oft-contentious email community. (That doesn’t mean residents didn’t find ways to disagree about what to do about the plans. It is a listserv, after all.)

“My inbox was immediately flooded with people saying ‘Save our sign!’ and ‘We love the sign!,'” she tells DCist. “It’s a landmark for the neighborhood and an icon for the city.”

Ever since the theater opened in 1936, then run by Warner Brothers, the “Uptown” sign topped the building. It has remained even as the cinema has changed hands. The theater is in a historic district, so the Historic Preservation Review Board scheduled a hearing for September 28 to consider the application.

The Cleveland Park Historical Society had been working with ANC Commissioner Emma Hersh and the Art Deco Society of Washington to combat the plans.

The proposal came as Cleveland Park engages in some soul-searching, following the closure of two restaurants on the Connective Avenue NW strip.

“One of the things we’re thinking about is ‘place-making jewels,'” says Ruff, meaning the immediately recognizable landmarks of the neighborhood. “Uptown is right at the top of that list. Right as we are making positive movements to restore that commercial strip, our biggest brand could be yanked from us by a corporate management company. It’s just terrible timing.”

Now, AMC says it’s nixing its proposal.

“In response to community feedback, AMC will maintain the Uptown signage, with an upgrade to LED lighting for better energy efficiency and to ensure the sign remains in good working order,” Ryan Noonan, the director of corporate communications at AMC Theatres, said via email. “We continue to evaluate additional exterior signage plans, including the addition of the AMC brand on the theatre. We appreciate the passion and feedback from the community, and look forward to serving moviegoers at AMC Uptown 1 for years to come.”

AMC operates about 1,000 theaters globally, including cinemas in Georgetown and Friendship Heights, along with a number of others in the D.C. area.

“I’m really heartened that they have listened to the community,” says Hersh, the commissioner of ANC 3C05, where the Uptown is located.

When asked about AMC’s plans to upgrade to LED lighting, she says that “We want to understand more about their overall proposals and I very much hope that, particularly given the response over the past several days. AMC is now committed to working with the community on any proposed alterations to the building.”

AMC Plans For Uptown, Submitted To Historical Preservation Review Board by Rachel Kurzius on Scribd

This post has been updated, including to clarify that AMC operates the Uptown 1 Theater but does not own the building.