Watch the Trailer for Tidal's Star-Studded, NC-17 Film Behind Those Mysterious "4:44" Ads

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Watch the Trailer for Tidal's Star-Studded, NC-17 Film Behind Those Mysterious "4:44" Ads

While it’s been fun guessing, those mysterious “4:44” ads that were popping up on websites and in Times Square finally have an explanation.

The online ads, which were unable to be clicked on, popped up on music websites and contained “Tidal-444” and “SuperHero” in their code, leading people to believe Jay Z was teasing new music. Those rumors were put to rest when the trailer for a Tidal-exclusive film aired during a commercial break of the NBA Finals.

The NC-17 project looks to be a collaboration with Sprint and has an award-winning cast; Mahershala Ali, Lupita Nyong’o and Danny Glover will all star in the film. In the trailer, Ali is a boxer and Glover is his coach. Nyong’o is not shown, but her name appears in the credits.

Ali won an Oscar for his performance in Best Picture winner Moonlight earlier this year, while Nyong’o won for her role in 12 Years a Slave in 2014, which also won best picture. At this point, it’s unclear what their roles in 4:44 will consist of, but we’re sure they’ll be damn good.

Watch the 4:44 trailer below.

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