Tidal’s 4:44 Is An NC-17 Movie Starring Mahershala Ali, Lupita Nyong’o, & Danny Glover

Mysterious ads reading “4:44″ began appearing online and in New York subways this week, and given their apparent association with Jay Z’s streaming service Tidal, some of us wondered whether they were promoting Jay’s new album. Turns out the ads are indeed the work of Tidal, but they’re drawing attention to an entirely different project. 4:44 is an movie starring Mahershala Ali, Lupita Nyong’o, and Danny Glover, rated NC-17, presented exclusively by Tidal and Sprint via sprint.tidal.com. A trailer for the movie aired during last night’s NBA Finals game, and in a tweet sharing that trailer, Sprint CEO Marcelo Claure promises more info today. In the meantime, you can watch that trailer below.

I guess there’s still a chance this is all affiliated with Jay’s album? But probably not.