Forum Moderators: not2easy
You start with a 3D model in the popular lightwave .obj format, drag and drop it onto the Scene Builder icon and use their (rather strange) GUI, outputting an .MTX (and possibly an MTS) file. The .MTX is in XML and can be edited for complete control in any text editor. Flash may be applied as an animated texture to your object and lots of animation, annotation and FX are possible.
Another possibility is to use the new (about to be released November 19) Adobe "Atmosphere". This is an immersive 3D, photorealistic, audio, physics animated, JavaScripted, chat enabled and webpage-based 3D "world creation" tool. The current public beta is free and Atmosphere incorporates Viewpoint ( for the input of 3D from standard solid modelers). Atmosphere also lets you build, texture and light 3D, using built-in primitives.
Atmosphere automatically downloads an MSIE plugin viewer. Only Windows and MSIE are supported do far.
I've been a beta tester of Adobe Atmosphere for 3+ years (but no connection to Adobe). 3D scenes created with the free beta will have to be modified, using the full release product at $399.
Atmosphere may be overkill for what you want, as it allows you to "fall into" and explore a 3D scene (which looks like 2D .jpg or .png on your web page). So instead of rotating your objects, one walks or flys around it.
I do like Swish as well.