Rentrak Returns as Box Office Analytics Standard After Acquisition
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 4 days ago
0mins
Source: Yahoo Finance
- Brand Resurgence: Following Advaya Capital's acquisition of Comscore Movies, the business will revert to the Rentrak name, marking a 50-year legacy in global box office data, which is expected to enhance client trust and solidify market position.
- Market Recovery: The U.S. box office is projected to reach $9.6 billion in 2026, the highest since 2019 and a 19% increase from 2024, indicating a robust recovery post-pandemic, with Advaya's investments poised to further accelerate this growth.
- Data Innovation: Advaya plans to invest in expanding the dataset, automating data collection with AI, and enhancing analytics capabilities, aiming to provide studios, distributors, and exhibitors with smarter, faster, actionable box office intelligence to drive industry advancement.
- Strengthened Leadership: The new board includes Chris Aronson, former President of Distribution at Paramount and 20th Century Fox, and Arturo Guillén, former Global Managing Director of Comscore Movies, whose extensive experience will bring innovation and continuity to Rentrak, positioning the company advantageously for future market competition.
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About SCOR
Comscore, Inc. is an information and analytics company that measures advertising, content, and the consumer audiences of each, across media platforms. The Company creates its products using a global data platform that combines information on digital platforms (connected televisions (CTV), mobile devices, tablets and computers), televisions, direct to consumer applications, and movie screens with demographics and other descriptive information. The Company's products and services are organized under two groups: Content & Ad Measurement, which is engaged in measuring audiences across content and advertisements for linear television (TV), CTV, desktops, laptops, tablets and mobile devices, and Research & Insight Solutions, which represents the custom solutions it provides that are tailored to its clients' specific needs. These offerings include custom TV, digital and cross-platform data feeds, as well as other data integrations.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Expanding Market Share: Gen Z accounted for nearly 40% of moviegoers in North America, with AMC's marketing VP Carrie Trotter noting that not only is their number increasing, but their viewing frequency is also rising year over year, potentially making them the most crucial audience in the future.
- Popularity of Loyalty Programs: Participation in movie loyalty programs among Gen Z has tripled since the pandemic, with AMC's A-List attracting a significant number of young viewers, indicating their willingness to spend more for social activities and movie experiences.
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- New Board Member: Industry leader Stuart Frankel joins Comscore's Board of Directors, filling the vacancy left by Carpenter; Frankel's extensive experience in advertising technology and AI is expected to provide valuable insights for the company's strategic direction.
- Financial Restructuring Success: During Carpenter's tenure, he successfully eliminated $40 million in senior debt and streamlined operations, significantly enhancing the company's financial health and laying a solid foundation for future growth.
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- Brand Resurgence: Following Advaya Capital's acquisition of Comscore Movies, the business will revert to the Rentrak name, marking a 50-year legacy in global box office data, which is expected to enhance client trust and solidify market position.
- Market Recovery: The U.S. box office is projected to reach $9.6 billion in 2026, the highest since 2019 and a 19% increase from 2024, indicating a robust recovery post-pandemic, with Advaya's investments poised to further accelerate this growth.
- Data Innovation: Advaya plans to invest in expanding the dataset, automating data collection with AI, and enhancing analytics capabilities, aiming to provide studios, distributors, and exhibitors with smarter, faster, actionable box office intelligence to drive industry advancement.
- Strengthened Leadership: The new board includes Chris Aronson, former President of Distribution at Paramount and 20th Century Fox, and Arturo Guillén, former Global Managing Director of Comscore Movies, whose extensive experience will bring innovation and continuity to Rentrak, positioning the company advantageously for future market competition.
See More
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- Lower Production Costs: With an estimated production budget of $165 million, which is significantly lower than the typical $250 million or more for other Star Wars films, this film has a reduced profitability threshold, although marketing expenses remain a critical factor.
- Merchandising Opportunities: Despite potential box office struggles, Disney aims to leverage the film's release through a robust consumer products launch and theme park tie-ins, particularly capitalizing on the popularity of Grogu, which could significantly boost retail sales.
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- Increased Viewing Frequency: Data from Fandango indicates that in 2025, Gen Z averaged seven movie viewings, matching millennials, while Generation X and baby boomers averaged only six, highlighting Gen Z's growing significance in box office dynamics.
- Expanding Market Share: Gen Z accounted for nearly 40% of moviegoers in North America, with AMC's marketing VP Carrie Trotter noting that not only is their number increasing, but their viewing frequency is also rising year over year, potentially making them the most crucial audience in the future.
- Popularity of Loyalty Programs: Participation in movie loyalty programs among Gen Z has tripled since the pandemic, with AMC's A-List attracting a significant number of young viewers, indicating their willingness to spend more for social activities and movie experiences.
- Social Experience Priority: Gen Z prioritizes social experiences when choosing films, with Trotter stating that they prefer to enjoy movies with friends and family, suggesting that this social aspect drives box office growth beyond mere film content.
See More
Comscore Appoints New CEO Amid Leadership Transition
- Leadership Change: Comscore has appointed Matt McLaughlin as the new CEO effective immediately, a move aimed at driving the company's strategic transformation in a rapidly changing market environment.
- Former CEO Support: Jon Carpenter will transition from the CEO role to continue as a senior advisor until October 2026, ensuring stability and continuity during the leadership transition period.
- New Board Member: Industry leader Stuart Frankel joins Comscore's Board of Directors, filling Carpenter's seat, and is expected to bring new perspectives and strategic guidance to support future growth.
- McLaughlin's Background: New CEO Matt McLaughlin previously served as COO of DoubleVerify and is currently on Comscore's Board, and as a significant stockholder, his leadership is anticipated to drive innovation and growth for the company.
See More
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- Leadership Transition: Comscore has appointed Matt McLaughlin as CEO effective immediately, succeeding Jon Carpenter, who will remain as a senior advisor until October 2026, ensuring stability and continuity during this leadership change.
- New Board Member: Industry leader Stuart Frankel joins Comscore's Board of Directors, filling the vacancy left by Carpenter; Frankel's extensive experience in advertising technology and AI is expected to provide valuable insights for the company's strategic direction.
- Financial Restructuring Success: During Carpenter's tenure, he successfully eliminated $40 million in senior debt and streamlined operations, significantly enhancing the company's financial health and laying a solid foundation for future growth.
- Investor Conference Call Scheduled: Comscore will host an investor conference call on June 10, 2026, where McLaughlin will discuss the company's strategic priorities and outlook, further strengthening communication and trust with investors.
See More
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- Brand Resurgence: Following Advaya Capital's acquisition of Comscore Movies, the business will revert to the Rentrak name, marking a 50-year legacy in global box office data, which is expected to enhance client trust and solidify market position.
- Market Recovery: The U.S. box office is projected to reach $9.6 billion in 2026, the highest since 2019 and a 19% increase from 2024, indicating a robust recovery post-pandemic, with Advaya's investments poised to further accelerate this growth.
- Data Innovation: Advaya plans to invest in expanding the dataset, automating data collection with AI, and enhancing analytics capabilities, aiming to provide studios, distributors, and exhibitors with smarter, faster, actionable box office intelligence to drive industry advancement.
- Strengthened Leadership: The new board includes Chris Aronson, former President of Distribution at Paramount and 20th Century Fox, and Arturo Guillén, former Global Managing Director of Comscore Movies, whose extensive experience will bring innovation and continuity to Rentrak, positioning the company advantageously for future market competition.
See More
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- Historic Low Pre-Sales: According to Comscore, 'Star Wars: The Mandalorian and Grogu' achieved only $12 million in Thursday night preview sales, marking the lowest in franchise history, with the previous low held by 'Solo: A Star Wars Story' at $14.1 million.
- Opening Weekend Projections: Analysts predict the film will generate around $80 million for its three-day opening weekend and approximately $95 million for the four-day Memorial Day holiday, indicating a decline in the franchise's box office appeal compared to previous releases.
- Lower Production Costs: With an estimated production budget of $165 million, which is significantly lower than the typical $250 million or more for other Star Wars films, this film has a reduced profitability threshold, although marketing expenses remain a critical factor.
- Merchandising Opportunities: Despite potential box office struggles, Disney aims to leverage the film's release through a robust consumer products launch and theme park tie-ins, particularly capitalizing on the popularity of Grogu, which could significantly boost retail sales.
See More
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- Significant User Growth: In March 2026, major consumer AI chatbot platforms in the U.S. reached a total of 44.4 million unique visitors, representing a 21.3% increase from February, indicating sustained consumer interest and demand for AI assistants, which is driving market activity.
- ChatGPT Maintains Leadership: OpenAI's ChatGPT attracted 33.86 million unique visitors in March, up 18.9% month-over-month, solidifying its leadership position in the AI chatbot market and demonstrating its strong appeal and brand influence among users.
- Claude's Rapid Rise: Anthropic's Claude emerged as the fastest-growing platform with a month-over-month increase of 130.1%, reaching 2.66 million unique visitors, showcasing the potential of emerging competitors and consumers' exploration of a broader range of AI tools.
- Importance of Resource Allocation: Comscore's analysis underscores the need for brands and advertisers to prioritize the growth of AI assistant usage when allocating resources, as while ChatGPT remains dominant, the rise of platforms like Claude, Copilot, and Gemini indicates increasing market competition, necessitating timely strategy adjustments to maintain market influence.
See More
