Vimeo is kicking off the launch of the new service with the film It's A Beautiful Day, which will be available as a $2 rental or a $6 purchase exclusively through Vimeo On Demand. For creatives the initiative provides a new venue through which to distribute their work — and with availability on so many devices it could prove to an appealing option for both independent filmmakers and companies of all kinds. "What used to be a confusing and labor-intensive process is now open and simple with Vimeo On Demand," Blake Whitman, Vimeo's vice president of creative development said in a statement. "We always strive to provide our community and visitors with the best experience possible, and this opens up a new world of viewable content and support for creators."