Rentrak Is Back As PE Firm Buys Comscore Movies, Restores Former Name; Chris Aronson Joins Board

Private equity firm Advaya Capital has acquired Comscore's box office analytics division, Comscore Movies, for approximately $70 million in cash, and is rebranding it as Rentrak. This division, which gathers transaction-level data from around 34,000 theaters and over 200,000 screens in more than 70 countries, previously operated under the Rentrak name before being acquired by Comscore.

The restoration of the Rentrak name signifies a strategic shift for Advaya Capital, aiming to leverage the established brand's recognition in the entertainment industry, potentially enhancing its market position and data analytics capabilities.