Is there any way to play an mp4 on iphone/ipod without opening quicktime?

I’m thinking about developing a mobile site for a music site I have, and I was wondering if there is any possible way to embed/play an mp4 without opening the media player. It would just play the video in the browser like a normal website.

Has anyone discovered a way to do this? Thanks in advance.

Try an HTML5 <video> tag. I know Safari on the desktop support H.264 MP4 videos right in webpages without any kind of player.

The video tag on iphone just makes a box that you click on that opens the media player. Thanks though. any other ideas?