Viral marketing. A similar thing was done with Serenity (Firefly, the film), and no doubt others have also done such thing... though I have to say, it was clever to use static "images".
I had a pet theory right before Snakes on a Plane came out that when it came to music, and pirated music, that the best way to spread them out is virally, just like what NIN has done. And then make a killing on the tour
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