Josh Loeb Released His Directorial Film Debut
The Santa Monica restaurateur is debuting his new film In Spite of Ourselves while marking Rustic Canyon's 20th anniversary.
Updated on Oct. 1, 2026 in Dining Out
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Restaurateur Josh Loeb has expanded his creative efforts with the release of his directorial film debut, In Spite of Ourselves. This launch coincides with his Santa Monica-based restaurant, Rustic Canyon, celebrating 20 years in business this fall.
Why it matters
Loeb established his production company to develop character-driven projects that major studios currently ignore. The restaurant, which he founded to foster a neighborhood environment, remains a focal point as he balances his hospitality roots with new artistic pursuits.
Rustic Canyon has operated in Santa Monica for 20 years. The restaurant now counts 25 percent of its visitors as industry diners, down from a historical mark of 40 percent.
The players
Josh Loeb
Josh Loeb is a restaurateur who founded the Santa Monica restaurant Rustic Canyon and recently launched a production company for character-driven film projects.
Rustic Canyon
Rustic Canyon is a Santa Monica restaurant that has served the community for 20 years.
The details
Loeb recently launched a production company to produce character-driven work, a move that follows the closure of his restaurants Birdie G's and Talullah's. The film In Spite of Ourselves marks his first effort as a director in this new professional chapter.
Timeline
Rustic Canyon celebrates its 20th anniversary throughout October 2026.
In Spite of Ourselves opened in limited release on October 2, 2026.
The film debuts at the Landmark Nuart Theatre on October 16, 2026.
Culture Shift
This transition from hospitality to independent filmmaking reflects a broader move among culinary entrepreneurs seeking to bypass traditional studio constraints. By pivoting to character-driven storytelling, creators like Loeb are looking to recapture the neighborhood-centric focus they originally cultivated in their dining establishments.
Patrons of Rustic Canyon can expect a continued focus on the neighborhood environment as the restaurant marks two decades in Santa Monica. Residents may find that shifts in the local dining demographic influence the atmosphere of the long-standing establishment.
The takeaway
Creative diversification often requires balancing legacy business commitments with new artistic ventures. Following the closure of other restaurant projects, this shift highlights how local business owners are navigating changing customer bases and professional evolution.
Further reading
For more on the local food scene, see our Dining Out section.
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Do you feel it is becoming harder for local neighborhood restaurants to stay in business?
