It all started, said producer Michael Roiff (Waitress), when the filmmaking team began asking themselves, "What do we like? What would be our perfect world?" That world included being able to watch a movie you've heard just premiered at a film festival immediately from the comfort of your own couch, which is what led the team to approach Vimeo roughly six weeks before In Your Eyes' debut at Tribeca.

But it also meant figuring out a way to give back to the film's fans in a tangible, delightful way.

"The idea was we're doing something a little different, and we just want to say thank you," said Roiff. "Someone said on social media, like, 'Oh, it's almost like they got Kickstarter backwards and they're doing it in reverse.' That is sort of what we're doing, saying, you know what, this is working out, and we want to say thanks and give something back, and try to keep people talking so we can keep doing it this way."

While the lucky recipients are chosen "very, very randomly," the team did put an emphasis on the fans who watched the film soon after it was available. "Obviously a lot of those are turning out to be big Joss fans." That isn't always the case. "There was one guy who said, 'This is weird, I rented this [movie], I didn't have a chance to watch it, and they sent me a Roku.'"

In order to send the gifts, the In Your Eyes team (sans Whedon himself, who has been busy, you know, directing The Avengers: Age of Ultron) has been emailing fans directly for their mailing addresses, including many who live outside the U.S. "A lot of people write back saying, 'Oh, you probably don't mean me, I'm in the U.K. … or in Australia.'" And, indeed, the team has been sending gifts worldwide.