Movies on webpage - what format?

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jfk EO-11110

I have to implement a movieplayer on a webpage for a number of clips. What would you do? A flash player ? And if so, are there recommended converter sor player scripts?

Currently I tend to simply throw a movie file to the browser as download, so the user may open it with mplayer or whatever he's default movie player is. Then again a nice embeded player on the page would be nice too.

Other than flash, what codecs would you suggest?

Thanks.