Watch The Trailer for TIDAL's Mysterious '4:44' Film

Looks like we finally have an answer to those mysterious looking “4:44” ads that appeared online and outdoors in New York earlier this week.

A mysterious banner ad with 4:44 written on it began to surface on various music related websites with the same advertiser backing them. There was no word on the purpose of these ads but an investigation into the source code of these ads revealed that they had something to with TIDAL.

The URL for the image contained the text “tidal-444” with no additional information attached to it. It’s not only online that these ads appeared. The same “444” image also showed up on multiple New York City subway stations with commuters wondering what the cryptic image meant. Many speculated that it’s a campaign for a new Jay Z album.

Okay fine can someone please explain these ads all over Jay St Metrotech pic.twitter.com/EMs0aDpU4W
— Seth Rosenthal (@seth_rosenthal) June 6, 2017

A day later, it’s revealed that 4:44 is actually the name of a film which stars Mahershala Ali, Danny Glover and Lupita Nyong’o. According to the commercial which aired during tonight’s NBA Finals, it is set to be a Sprint/TIDAL exclusive. We are waiting for more info on it. Watch the ad below.