The album was released under a Creative Commons license, and in a variety of different packages at different price points, including a US$300 "Ultra-Deluxe Limited Edition". The album was initially released digitally on the Nine Inch Nails official website without any prior advertisement or promotion. Via the official Nine Inch Nails YouTube profile, a user-generated "film festival" was announced, where fans were invited to visually interpret the album's music and post their results.