Good question. In the two years since this article was published, my full-screen example has stopped working. Apple's QuickTime Developers' site lists three approaches:
Create a QuickTime Media Link [XML] file that specifies one of the full-screen modes.
Create a movie with the full-screen attribute set internally. [This is what I did above, so I'm not sure why it's no longer working.]
Add a sprite that sets the movie into full-screen mode at run time.