MEDIA AND ENTERTAINMENT
INTELLIGENT TECHNOLOGY
Advaya Capital acquires Comscore Movies as Rentrak returns to lead new era of box office intelligence
Advaya Capital has completed its acquisition of Comscore Movies, the theatrical industry’ s most trusted partner for worldwide box office measurement, from Comscore, Inc. Following the close of the transaction, the business will return to its previous name, Rentrak, restoring the brand under which the company originally established itself as the entertainment industry’ s most trusted source of box office data.
Comscore Movies is the global standard for theatrical box office measurement, collecting transaction-level data from approximately 34,000 theaters and more than 200,000 screens across more than 70 countries. The business covers approximately 95 % of the global box office and nearly 100 % of the North American box office, providing studios, distributors and exhibitors with the data they rely on for release strategy, financial settlements, talent compensation and downstream licensing decisions.
Aronson, former President of Distribution at Paramount and 20th Century Fox, who also founded Rentrak Theatrical, will join the board of directors.
Arturo Guillén, former Global Managing Director and Executive Vice President of Comscore Movies, will also join the board, bringing more than 25 years of direct industry experience dating back to the origins of the business at EDI. The additions to the leadership team are intended to combine continuity with innovation.
“ The theatrical business is entering a period of profound evolution and data is the compass that will guide its future,” said Guillén.
The theatrical market has demonstrated a strong recovery following disruption caused by the COVID-19 pandemic. The number of wide releases reached 112 in 2025, up 19 % from 2024. According to
Comscore Movies Head of Marketplace Trends Paul Dergarabedian, the domestic theatrical market entered 2026 with strong momentum and is on track for as much as US $ 9.6 billion in domestic box office sales, representing the strongest performance since 2019 and creating a clear path toward a US $ 10 billion domestic year in 2027.
Advaya plans to invest in expanding and deepening the dataset, including in underpenetrated international markets, while also leveraging AI to automate and enhance data collection. The company also intends to develop descriptive and predictive analytics capabilities alongside new products and services addressing evolving theatrical and streaming market requirements.
The business traces its origins to 1976, when Marcie Polier Swartz founded Entertainment Data Inc., establishing one of the industry’ s first neutral box office data collection systems. •
“ Comscore Movies has been the gold standard for box office data for nearly 50 years, and we will continue to provide customers and exhibitor partners with the same platform and same trusted service,” said Anant Gupta, Managing Partner, Advaya Capital.
“ This acquisition is a commitment to the theatrical industry’ s past, present and future. Returning to the Rentrak name reflects a return to the spirit of service and innovation that made this platform what it is. We will continue to provide customers with the same trusted service while making investments to expand the dataset, enhance analytics capabilities and modernize the platform.”
Gupta previously served on the board of Nielsen and brings extensive experience in the media measurement ecosystem. Chris
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