It's an upcoming film by Tidal x Sprint.
So unfortunately it turns out the “4:44" ads we’ve been seeing everywhere isn’t a Jay Z album as rumors suggested earlier this week. During Wednesday night’s NBA Finals game 3, a new commercial was aired that revealed the mystery. "4:44" is actually an upcoming film that is a collaboration between Tidal and Sprint.
It looks to star Mahershala Ali (as a boxer), Lupita Nyong'o, and Danny Glover (not Donald Glover). Little else is known about the film, but we do know its not a Jay Z album.
You can check out the entire ad for yourself (below), and find out a little more information about the Tidal/Sprint partnership here. We'll keep you posted once more info is revealed.
NC 17 Film with a great cast coming to Tidal... 4:44 pic.twitter.com/HxNYGSGXOD— Nigel D. (@NigelDPresents) June 8, 2017