Comscore Movies, which used to be known as Rentrak, will be back on the movie scoring scene, now with new ownership, as entertainment attorney at Blake & Wang P.A., Brandon Blake, is here to share.

New PE Owners
The firm will return to its original name, Rentrak, now under the ownership of private investment firm Adbaya Capital. The firm collects and tracks box office grosses across all North American cinemas and roughly 95% of international theaters. The name changed to Comscore Movies when Comscore took control of the firm in 2016.
Reportedly, Comscore’s sell-off of its box office business came with a $70M price tag. It’s also a good moment for it, as the theatrical business is enjoying a particularly successful year. It may even be the best post-pandemic box office so far, but let’s not count our eggs before they hatch.

Critical Data
Rentrak data is important to the industry, as it offers key guidance for not just studios, but also distributors and exhibitors that is needed for downstream licensing decisions and talent compensation. Comscore Movies has been the standard-setter for box office data for half a century now, and was one of the first neutral data collection companies on the market. It’s estimated they cover over 34,000 theaters and 200,000 screens.
Advaya now plans to expand the dataset into new markets, as well as introduce AI for deeper data collection and analytics, possibly also expanding to track the theatrical/streaming symbiosis we’ve seen developing since the pandemic.
It’s always good to see entertainment institutions thrive, even as the entertainment environment has shifted entirely, and it will be interesting to see how Advaya manages this expansion in the coming years. But for now, it’s time to say goodbye to Comscore Movies and hello again to the Rentrack brand.






