Turns out '4:44' Was Not a New Jay Z Album, But a Tidal Exclusive Movie

Photo courtesy of Twitter.

Yesterday, a bunch of ads featuring the numbers 4:44 were spotted throughout NYC.

The signs were put up by TIDAL, and people started speculating that a new Jay Z song, album, or announcement was coming at 4:44 PM Eastern time.

TIDAL Now Offering "Master-Quality" Audio To Premium Subscribers

Then 4:45 came. And there was no new Jay Z song, album, or announcement. So the mystery continued.

Until this evening.

During game three of the NBA Finals, between the Golden State Warriors and the Cleveland Cavaliers, TIDAL and Sprint aired a new ad. The ad was a trailer for a TIDAL exclusive movie. The movie, which is NC-17, stars Oscar winners Mahershala Ali and Lupita Nyong'o and Danny Glover.

Marcelo Claure, Sprint's CEO, tweeted out the trailer and also announced that more was coming on Thursday.

Check out the trailer below.