This is a case study on the short film The Thomas Beale Cipher, made by two filmmakers named Andrew S. Allen and Jason Sondhi. They wrestled with the decision of when and how to put the film online.

This case study goes into a detailed launch plan with six steps:

1. Go Vimeo.
2. Post early.
3. Use Short of the Week as a springboard.
4. Harness the crew.
5. Target key influencers.
6. Keep at it.

Tip: Keep your traffic records from press releases and blog posts.

What they learned:

1. It’s a lot of work.
2. Facebook reigns.
3. The online video world is not a meritocracy.
4. The industry is now watching.
5. Capture your fans.
6. Have something ready to promote or pitch.

Read more from the original article:
www.shortoftheweek.com/2011/03/23/how-we-launched-our-film-online-the-thomas-beale-cipher