AshleyMadison.com: Hollywood Seeking Affairs at Sundance (Exclusive)

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Members of the entertainment industry are descending on Park City, Utah, not only for the fest, but also to seek out extramarital affairs, according to AshleyMadison.com, the dating service which helps arrange intimate encounters for people in relationships.

The site has seen a surge of activity in Park City corresponding with the Sundance Film Festival, The Hollywood Reporter has learned.

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During the past week, the majority of men seeking women in Park City using AshleyMadison were from Los Angeles. And more than seven percent of the site's 5,130 members who signed up for its “Traveling Man” service during that time were seeking partners in Park City.

The “Traveling Man” service allows members to list which city they will be traveling to, and the age, body type and ethnicity of the women they would like to meet. Members can then write an email that will be sent to thirty women who match that profile.

"There's no better time to pursue an affair than when you're hundreds of miles away from your significant other,” said AshleyMadison.com founder and CEO Noel Biderman. “No wonder Sundance serves as a makeshift headquarters for Hollywood affairs. When festival-goers arrive at their hotel, they can literally check-in on the mobile app and find someone looking for an affair down the hall.”

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The site has seen increased activity during other big events as well.

"We've examined the increase in sign-ups during the Super Bowl and seen similar bubbles," said Biderman. "In regards to other festivals, we've also seen spikes during events such as South by Southwest and the Toronto Film Festival."

AshleyMadison has 17 million members in 25 countries, according to the site.