I installed via Steam. The game detected my system and put the settings at Very High. The Bethesda Logo plays, the shiny dragon shows up, some fog rolls in and it crashes.
I had the same issue and managed to fix it by going into my nvidia control panel and changing my Anti-Aliasing mode *and* Anti-aliasing Setting (right below it) to Application-controlled. Previously, I had the mode on Enhance and the setting on 32.