In my experience, here's what I have encountered. I have inserted various video formats within Acrobat. You can assign playback controls for video, like play, stop, mute, etc. but not for full screen. You can also set the video to play on page or play in floating window. The floating window when activated, can be stretched to the full screen. But, there is no button to maximize screen automatically. I have had no luck with inserting a swf file with player skin.
Thx for this.