well, afaik I was the first to include "embedded in page" movie trailers, and so far none of my clients got back to "trailer popping" (so to call it) so IMHO the answer is embedded in its own window, with more marketing claims and such.
Of course, I've seen some people doing that after me (not that I consider myself so brilliant, I'm not the new AlienQ  ) but each and everyone of them makes the same mistakes: a) they don't include a "join" link or b) the join link goes to another page (or the same pop-up window) instead of the parent window. Just avoid that and you'll be fine. 
(dear fellow designers, that's a free tip )
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