The new funds, ponied up by a group that includes Hollywood veteran Gail Berman and Gilt Groupe and Business Insider founder Kevin Ryan, will go in part toward expanding Show-Score’s activities beyond New York to markets that have expressed interest in the site, both in the U.S. and in London. The money also will help sustain exploratory efforts at what Show-Score founder Tom Melcher calls “harnessing the story of the audience’s reaction to theater,” including fan art, Instagram posts, videos and photography.