Wow, this looks interesting - the Lab's Linden Endowment of the Arts (LEA) is starting a Month of Machinima event from next month (on my birthday, no less!) which could prove useful in encouraging people to try out the medium.
It's nice to see the Lab actually acknowledging machinima again. Back in the day there used to be a nice - albeit small - focus on it, before the website got its dreadful Big Spaceship-led overhaul, but since then, it's fallen by the wayside. There's been lots of discussion in the past as to why the Lab took its focus away from it, but due to the diligence and perseverance of some extremely talented in-world film-makers it's proven time and again to be an extremely successful tool for promoting Virtual Worlds. It'd be nice for those people to start getting some proper recognition from the Lab!