Advaya Capital Acquires Comscore Movies, Revives Rentrak Brand

Advaya Capital, a private investment firm specializing in high-quality businesses, has finalized its acquisition of Comscore Movies, the premier global theatrical box office measurement division of Comscore, Inc. The transaction, completed on May 27, 2026, marks the return of the business to its former name, Rentrak, a brand synonymous with trusted box office intelligence for nearly five decades.

Comscore Movies collects transaction-level data from approximately 34,000 theaters and over 200,000 screens across more than 70 countries. The platform covers roughly 95% of the worldwide box office and nearly 100% of the North American market, providing studios, distributors, and exhibitors with critical data for release strategies, financial settlements, talent compensation, and licensing decisions.

Advaya Capital’s Managing Partner, Anant Gupta, emphasized the acquisition’s significance: “Comscore Movies has been the gold standard for box office data for nearly 50 years. Returning to the Rentrak name reflects a commitment to the spirit of service and innovation that built this platform.” Gupta highlighted plans to maintain existing services while investing in expanding datasets, enhancing analytics capabilities, and modernizing the platform to meet evolving industry needs.

The leadership team will be strengthened by the addition of industry veterans Chris Aronson, founder of Rentrak Theatrical and former President of Distribution at Paramount and 20th Century Fox, and Arturo Guillén, former Global Managing Director of Comscore Movies. Guillén noted, “Data is the compass guiding the theatrical industry’s future. Combining Comscore’s historical data with private enterprise agility, we aim to build a platform that not only reports numbers but shapes cinema’s future.”

The theatrical market is experiencing a robust recovery following pandemic-related disruptions. With 112 wide releases projected in 2025—a 19% increase from 2024—and domestic box office revenues expected to reach $9.6 billion in 2026, the industry is on track for its strongest performance since 2019. Comscore Movies’ Head of Marketplace Trends, Paul Dergarabedian, forecasts a potential $10 billion domestic box office in 2027.

Advaya Capital plans to invest in three key areas: expanding and deepening the global dataset, particularly in underpenetrated international markets; leveraging artificial intelligence to automate data collection and develop predictive analytics; and creating new products addressing the evolving relationship between theatrical releases and streaming platforms.

The Rentrak business traces its origins to 1976 when Entertainment Data Inc. (EDI) was founded as the first neutral box office data collection system. After acquisitions and mergers—including with Nielsen and Comscore—the business now returns to its original brand under Advaya’s ownership, signaling a renewed focus on theatrical box office intelligence.

Financial terms of the deal were not disclosed. The acquisition is expected to strengthen Rentrak’s position as the global standard for box office data, enabling the company to capitalize on the theatrical industry’s growth and evolving data needs. Advaya Capital aims to enhance operational efficiency, improve data accuracy, and accelerate innovation while maintaining continuity of service during the transition.

Looking ahead, the company plans to engage closely with studios, distributors, and exhibitors to refine its offerings and support the theatrical ecosystem’s expansion. The reestablishment of Rentrak under Advaya’s stewardship marks a strategic milestone for the film industry’s data infrastructure as it enters a new era of growth and technological advancement.