I've been a fan of Sita Sings the Blues since first catching it at the Tribeca Film Festival last year. It seemed destined to build a steady fan base and define the modern standards of DIY animation. It may or may not have done that, but director Nina Paley certainly had trouble getting it out there. Fortunately, she managed to come up with a wholly original strategy for giving the film away for free while charging for merchandise, DVDs and other ancillary revenue streams. In The Wrap, I share the details.