The Return of Rentrak: Private Equity Firm Advaya Capital Inks $70 Million Deal to Buy Box Office Data Firm Comscore Movies

Overview

Advaya Capital acquires Comscore Movies for $70M, rebranding it as Rentrak.

Why this matters

• The revival of the Rentrak brand signals a repositioning of box office measurement as a standalone commercial asset, potentially opening new licensing and data partnership opportunities for studios and distributors.
• Rights holders and entertainment brands should monitor how this rebranded data platform may influence content performance tracking, audience valuation, and ultimately licensing deal structures across theatrical markets.