Advaya Capital announced the completion of its acquisition of Comscore Movies from Comscore, marking a significant transition for one of the theatrical industry’s most important data platforms. As part of the transaction, the business will return to its historic Rentrak brand, the name under which it originally established itself as the global standard for theatrical box office intelligence.
The acquisition was completed in partnership with Lead Edge Capital, which highlighted Comscore Movies’ role as foundational infrastructure for the global theatrical ecosystem. The platform currently collects transaction-level data from approximately 34,000 theaters and more than 200,000 screens across more than 70 countries, covering about 95% of the global box office and nearly 100% of the North American box office. Studios, distributors, and exhibitors rely on the platform’s data for release strategy, financial settlements, talent compensation, and licensing decisions.
Advaya Capital and Lead Edge Capital plan to invest heavily in the platform’s next phase of growth. Their strategy includes expanding and deepening the dataset, particularly in underpenetrated international markets, leveraging artificial intelligence to automate and enhance data collection, building predictive and descriptive analytics capabilities, and creating new products that address evolving industry needs, including the growing relationship between theatrical releases and streaming platforms.
The investors see the acquisition as arriving at an opportune time for the movie industry. Following years of pandemic-related disruption, theatrical attendance and film supply have rebounded, with the domestic box office projected to reach as much as $9.6 billion in 2026 and potentially surpass $10 billion in 2027. Advaya believes this momentum creates a strong foundation for modernizing the industry’s most trusted box office platform while helping drive future growth across the theatrical ecosystem.
The company traces its origins to 1976, when Entertainment Data Inc. (EDI) was founded to provide neutral and trusted box office reporting. Following ownership under Nielsen and later Rentrak, the business became part of Comscore through the 2016 merger between Rentrak and Comscore. Nearly a decade later, the business is returning to the Rentrak name under its new ownership structure.
Advaya’s leadership team brings deep expertise in media measurement and theatrical distribution. Anant Gupta previously served on Nielsen’s board, while Chris Aronson, founder of Rentrak Theatrical, will join the board. Arturo Guillén will also join the board, bringing more than 25 years of industry experience.
KEY QUOTES:
“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. 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. In the near term we will continue to provide customers with the same platform and same trusted service, while making new investments in the platform to grow the dataset, build out analytics capabilities and bring this business into a new era. We look forward to engaging with studios, distributors and theaters alike to hear how we can continue to improve upon the legacy of the business.”
Anant Gupta, Managing Partner, Advaya Capital
“The theatrical business is entering a period of profound evolution, and data is the compass that will guide its future. By combining Comscore’s unmatched historical data and global footprint with the agility of private enterprise along with the strategic vision of Chris Aronson and Anant Gupta, we are building a platform that doesn’t just report numbers, it builds the future of cinema. We are committed to helping the movie industry grow as a whole.”
Arturo Guillén, Board Member And Former Global Managing Director, Comscore Movies
“Comscore Movies has been a cornerstone of the global theatrical industry for nearly 50 years, and we are proud to have been its steward over the last decade. This transaction places the business in the hands of a team with deep expertise in data and media platforms and a genuine commitment to the theatrical industry’s future. We wish our Movies colleagues all the best and look forward to their future success.”
Jon Carpenter, CEO, Comscore
“We’re excited to share we’ve partnered with Advaya Capital to acquire Comscore Movies, the global standard for theatrical box office data. Comscore Movies is the backbone of the global theatrical industry. Covering approximately 95% of the global box office and nearly 100% of the North American box office, the business provides studios, distributors, and exhibitors with the data they rely on for release strategy, financial settlements, talent compensation, and downstream licensing decisions. It is foundational infrastructure and has enormous room to grow. We are excited to partner with Advaya to expand and deepen the dataset, leverage AI to automate data collection and build out analytics capabilities, and develop new products that address unmet needs across the theatrical ecosystem, including the evolving relationship between theatrical release and streaming. For nearly 50 years, the platform has been the industry standard. Under new ownership, it will be more capable, more modern, and more expansive. Welcome to the portfolio, Comscore Movies!”
Lead Edge Capital
