Letterboxd has surged in popularity in recent years. Once a niche site for only the most fervent of film nerds, the site — which allows users to rate, review, and recommend movies to one another — has continued to add accounts by the tens of millions, thanks largely to interest from millennials and Gen Z. Now, the company’s controlling investor has apparently made it known that they are looking to cash out.

Semafor reported Sunday that Canadian holding company Tiny, which owns some 60% of Letterboxd, has been courting various potential buyers, including Versant, the parent company of CNBC and MS NOW (formerly MSNBC). Another potential buyer is The Ankler, a popular Hollywood newsletter, according to Semafor. Tiny bought the platform in 2023, valuing it at over $50 million. It’s unclear whether the company has neared any sort of deal.

Representatives for Letterboxd and Tiny did not immediately provide comment when reached by TechCrunch.

Founded in 2011, Letterboxd saw a jump in users in the past few years, climbing to about 26 million users this year, up from 1.7 million in 2020, according to The New York Times. In recent years, the site has seen interest from movie studios, which see it both as a vehicle for marketing films and a source of information about moviegoer trends, as well as from the Oscars, which teamed up with the social platform in a digital content partnership several years ago.