First you need to make a button or image of some kind to be the link (it can be a frame from your movie -- this is called a poster movie).
In Quicktime Pro, open the image and save as self-contained movie.
In the web page, use this code for a QuickTime movie. The widths and heights would need to match your button/poster image. Controller can be set to true if you want a controller to appear (be sure to add 16 pixels to the height for the controller). Here the target is quicktimeplayer, meaning QuickTime Player will open separate from the webpage to play the movie. Change the target to "myself" to have it play inside the page.
<object classid="clsid:02BF25D5-8C17-4B23-BC80-D3488ABDDC6B"
codebase="http://www.apple.com/qtactivex/qtplugin.cab"
width="80" height="18" align="absbottom">
<param name="src" value="buttonimage.mov">
<param name="href" value="actualmovie.mov">
<param name="controller" value="false">
<param name="target" value="quicktimeplayer">
<embed src="buttonimage.mov" width="80"
height="18" align="absbottom"
href="actualmovie.mov" controller="false"
target="quicktimeplayer">
</embed> </object>
What this code is:
An object tag enclosing an embed tag. Both tags have the same information in different forms. This ensures that the media plays in both Explorer and Netscape browsers on both Macs and PCs.