Fridley Theatres, Des Moines, IA, USA

R.L. Fridley Theatres, Inc.

Mission Statement: To provide exceptional service and presentation, great entertainment choices, and competitive prices to the local communities we serve.


Fridley Theatres is built on a passion for movies. Founder Robert L. Fridley’s passion began in 1921 at the age of four when he viewed his first movie in Westgate, Iowa. Through years of societal and industry change and against great odds, his passion fueled the development of a thriving theatre company, dedicated to service and presentation and focused completely on its valued guests.

During his childhood, Fridley spent several summers working with his uncle, who owned theatres in Lake City and Ida Grove, Iowa. Even then, he showed a general interest in theatre operations and film equipment and an aptitude for service and personal interaction. These experiences formed the basis for his concepts of theatre service, presentation, and marketing.

In his late teen years, Fridley also helped his uncle run a jack-rabbit circuit in northwest Iowa. They visited towns without an operating theatre, showing the current weekly release. Complete with portable projectors, a speaker, an amplifier, a rubber screen, and a popcorn machine, they mastered the art of mobile entertainer. After graduation and five years of traveling with his uncle, Fridley and a friend leased the equipment and began running the jack-rabbit circuit themselves. During this time, he took on the sole responsibility of booking and buying films, bookkeeping, and advertising. Despite long hours, many miles, and unpredictable business, the men turned a profit.

In the spring of 1940, Fridley began operation of his first theatre facility. With a business partner, he leased the building and rented the equipment at the theatre in New Sharon, Iowa. He spent the next two years cleaning up the theatre and growing the business. After the bombing of Pearl Harbor, he enlisted with the Navy. Still a theatre man, he was hired to supervise three army camp theatres in the Boston area during his service.

In the 1950s and 60s, Fridley began to purchase and renovate theatres in the Des Moines area. Some of his proudest accomplishments were the renovation of the Varsity Theatre and the construction and opening of the River Hills and Riviera Theatres. The former was the first Cinerama in the state of Iowa. In 1974, he officially incorporated the company, R. L. Fridley Theatres.

The company’s journey continues today, and Fridley’s influence and ideology is present at every turn. His stately theatre buildings and elaborate marquees dot the landscape of small-town, downtown Iowa. His notion of the “magical” experience of movies is evident in the detailed design of his auditoriums and the stage lights that still illuminate cascading curtains. Employees make a point to individualize service and to exceed the expectations of their guests. Most importantly, the company works diligently to keep prices competitive and to continue to make one of America’s pastimes an affordable option for families.

Robert L. Fridley’s dedication to service and presentation has been the driving force for a growing and adapting company. Fridley Theatres, headquartered in Des Moines, currently operates 21 locations across Iowa and two in Nebraska. At the age of 95 and in partnership with his son, Brian, Robert Fridley presides over the company. A truly passionate theatre man, he still visits his office nearly every day of the week.