VHX is out of beta, and has lowered their fees to 10% plus 50 cents per transaction.

“Anything that used to be sold on DVD can be sold on VHX. Our platform works for a lot more than just film and TV. Faith, fitness, lifestyle, education… the list goes on. VHX also works for organizations both big and small: individuals, distributors, studios, networks, and more. Make a site, sell your work, and own the relationship with your audience. VHX is the technology platform that lets you run your own iTunes or Netflix. Your digital copies replace the old physical, anywhere in the world.”

Of particular note to international filmmakers, VHX will pay out through PayPal.

Nofilmschool has a very nice summary of all the direct distribution players here.

My take: I applaud any service that helps filmmakers interact with their audience. VHX keeps the costs down, which is appreciated. Nevertheless, we can’t ignore the law of supply and demand: supply is way up, diluting demand. Therefore, increasing demand remains filmmakers main task, one that traditional distributors and exhibitors once fulfilled. Unfortunately, the market is still fragmented with no clear winner. Selling on your own website is like creating your own market: be prepared to create your own demand too.