Earlier this month, we ran an interview with Monica Peña, a first time filmmaker who capitalized on the festival premiere of Ectotherms by immediately selling the film on her website. Such a concept is spreading beyond no-budget land and into the distribution strategy of alterna-mogul Joss Whedon.

Following last night’s world premiere of In Your Eyes at the Tribeca Film Festival, Whedon — the film’s writer/executive producer — announced that it was immediately available for rent on Vimeo on Demand. He did so not in person, but from the set of the latest Avengers installment, ensuring the tidbit’s viral-ability. Chances are, it’s working nicely.

In Your Eyes is available for $5 through the official site for a 72 hour rental. Early reviews for the film, directed by Brin Hill and starring Zoe Kazan and Michael Stahl-David, are not necessarily over the moon, which may offer further explanation for the direct-to-diehard-fan release.