As the darkness of night grew from the sky and trickled down to rain-slicked alleys and streets, movie aficionados gathered in front of the neon signs of the Castro Theatre. Cloaked moviegoers swarmed under the marquee to enter the theater for a special event designed to praise a classic film genre.

Opening night of the Noir City 7 festival this past Friday attracted hundreds to line-up in the rain for the evening's double showing of "Deadline USA" and "Scandal Sheet". This year's "newspaper noir"-themed lineup contains 22 timeless films, 16 of which have never been released onto DVD.

"There is time and ambiance in this theater," said Margaret Wilson, a Noe Valley resident and second year Noir City attendee. "You feel like you can dress up to go to Castro and they bring in some classics like the bigger theaters never risk doing."

Film Noir Foundation members, who put on the festival annually, were in attendance on opening night. Alan Rode, a member of the FNF board, was looking forward to some specific noir classics that he feels are especially poignant.

'Ace in the Hole' is one of my favorite films. It is Billy Wilder at his most acidic," said Rode. "It foresaw the 24-hour news cycle that we are now in."

The double matinees running this year are a new addition to the festival and most resemble the way noir films were seen back in the 1940's and 50's. While the price tag is unarguably more than the spare change that would have been charged 50 years ago, the $10 debt for a double billing ticket gets a viewer twice the product for the usual single admittance.

"Seeing an old film in one of these old movie palaces is a special experience," said Rode. "It is like comparing the experience of going on Amazon to buy a book versus spending hours in City Lights."

Locally owned businesses, like the Castro Theatre and City Lights, have been fighting to overcome the prices and convenience of bigger retailers during this economic pinch.

Just a few doors down from the Castro Theatre, business owners such as All American Boy's Tim Oviatt, owner of the retail-clothing boutique for 32 years, are feeling the pressure to lower prices and fight hard to keep the customers loyal.

"Almost all of the tourists have disappeared, and I used to get so much business from them, local and foreign," said Oviatt. "I have seen more locals trying to buy things in my store but sometimes the sales at bigger retail stores are more enticing for customers."

One customer in Oviatt's store explained why he shops at intimate, locally owned businesses rather than shopping at the household-name retailers.

"I like to be able to shop somewhere Wal-mart hasn't been," said Bryan Schrier of Chico California. "I look for local businesses with one-of-a-kind items. That's the brilliant thing about San Francisco, all these mom and pops."

One group, the Castro/Upper Market Community Benefit District, is trying to set aside funds for a shop locally campaign that would help keep income in the district.

"So many studies show that neighborhoods need to keep most of their money in the district if they want a healthy, safe, and vibrant community," said board member of the CBD, Kenneth Wingard. "I am voting in favor of spending money to start a shop locally campaign."

These efforts are being put forward in a city that some agree is already pushing for the smaller businesses to succeed over chain retailers.

"San Francisco does a really great job of supporting their local businesses and other cities need to step up," said Rode.

This year's Noir City event will continue featuring two movies a night until February 1st. For more information this and future Castro Theater events, check out http://www.castrotheatre.com/calendar.htm.