Advaya Capital Acquires Comscore Movies, Rebranding as Rentrak

Private investment firm Advaya Capital has finalized the acquisition of Comscore Movies in a $70 million cash deal. The transaction marks a significant shift for the industry-standard data provider, which will be rebranded as Rentrak—the name it held prior to its 2016 merger with Comscore. This move effectively separates the theatrical box office tracking business from Comscore Inc., allowing it to operate as an independent entity focused on its core mission of providing global cinema analytics.

The acquisition is backed by a leadership team with deep roots in film distribution, including former Paramount domestic distribution president Chris Aronson and longtime executive Arturo Guillén. By returning to the Rentrak brand, the new owners aim to revitalize the platform’s legacy of service and innovation. The company remains the primary source of box office data for major studios, tracking performance across 34,000 theaters and 200,000 screens worldwide, a role it has held in various iterations since the founding of Entertainment Data Inc. in 1976.

This transition comes at a pivotal moment for the theatrical industry, which is currently navigating a post-pandemic recovery phase. As studios and exhibitors rely heavily on this data for release strategies, talent compensation, and financial settlements, the move to private ownership is intended to provide the agility necessary to evolve alongside the changing cinema landscape. Advaya Capital has signaled a commitment to further investment in the platform, positioning the newly independent Rentrak to remain the definitive "compass" for industry decision-makers as they navigate the future of theatrical distribution.