Hollywood Software has been acquired by Rentrak Corp. to give movie studios and exhibitors better data on the audience of feature films. Terms of the deal between Hollywood Software, in Woodland Hills, and film and television audience measurement firm Rentrak, in Portland, Ore., were not disclosed. “I am excited to join the Rentrak team to help develop new systems that optimize the talents of both market-leading companies,” said Hollywood Software Chief Executive David Gajda in a statement. Gajda started Hollywood Software in 1997 as a support service between movie theater owners and distributors for booking films and collecting box office receipts. He sold the business to Cinedigm Corp., in Los Angeles, in 2003, and bought it back in 2014. Its software is used by such studios as Paramount Pictures Corp., Lions Gate Entertainment Corp. and Universal Pictures to track sales activities, and manages more than 15,000 movie screens worldwide for exhibitors.