Advaya Capital has acquired Comscore Movies, a provider of movie box office data, in a carveout transaction from Comscore. The deal marks Advaya's entry into the entertainment analytics space. Following the close, Comscore Movies will revert to its former name, Rentrak, maintaining its extensive global data collection network.

The unit collects data from approximately 34,000 theaters and over 200,000 screens across 70 countries, providing critical box office insights to Hollywood studios and distributors. Chris Aronson, former distribution president at Paramount and 20th Century Fox who founded Rentrak Theatrical, will join the board, bringing industry expertise to the operation.

This acquisition positions Advaya Capital within the entertainment data sector at a time when box office analytics remain valuable despite streaming growth. Comscore, headquartered in Reston, Virginia, continues as a media measurement firm while divesting its movie data business. The deal underscores the ongoing specialization within entertainment data services.