Sujewa Ekanayake and others are spearheading the DIY Distribution of their films. I knew it was a good idea:

"Thanks to the Web’s ability to reach a community of people with just a few mouse clicks, moviemakers have found the Internet to be a key tool in creating awareness (and cutting out the middleman) when it comes to their films. After Maine-based director Dana Packard and writer-actress Jennifer Nichole Porter procured a sales agent and organized an industry screening for their independent drama, Mr. Barrington, at the DGA Theater in New York, they received a handful of offers. None, however, would allow them to recoup their expenses so...."

Read David Fear's excellent article in Moviemaker.