The Meaning Behind ‘4:44’ Has Finally Been Revealed

    Consider this case closed

    by · June 08, 2017

    Photo courtesy of Tidal

    Earlier this week, a series of mysterious 4:44 advertisements started popping up in major cities like New York, Los Angeles, London, and Chicago. Many of us assumed that some sort of Jay Z album was on the table (or a joint album between him and Beyoncé), but boy, were we wrong. Turns out that TIDAL is rolling out a movie starring Mahershala Ali, Lupita Nyong’o, and Danny Glover.

    Last night, an official commercial for the film ran during the NBA finals game. Sprint CEO, Marcelo Claure,‏ recently announced the partnership between TIDAL and the telecommunications company with a GIF teaser on Twitter. The NC-17 rated film and other “exclusive content” will be available to subscribers at

    Does this whole thing seem like an unexpected departure for Tidal? Well, it shouldn’t. Last year, Jay Z was trying to take TIDAL to the next level with the possibility of streaming movies on the platform. What better way to break into the business than with a group of Academy Award-winning actors? Watch out, Netflix!

    Get a glimpse at what’s to come from the video, below.

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    Last updated: 2017-06-08T11:29:31-04:00
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