Distribution rights to "Fuck" were obtained by THINKFilm in 2006. Movie chains did not use the film's title in their promotion, instead using references such as "The Four-Letter Word Film". Mark Urman, chief of the theatrical division of THINKFilm, told "The Philadelphia Inquirer" that it was especially difficult (as an independent film distributor) to promote a film with a title media outlets did not wish to print. Urman told "Variety" that the intent of the production staff during promotion was a creative, original marketing campaign. THINKFilm marketed the documentary as a comprehensive, humorous look at the dichotomy between the taboo nature and cultural universality of the word "fuck".