Tidal’s 4:44 Is An NC-17 Movie Starring Mahershala Ali, Lupita Nyong’o, & Danny Glover

Mysterious ads reading "4:44" began appearing online and in New York subways this week, and given their apparent association with Jay Z's streaming service Tidal, some of us wondered whether they were promoting Jay's new album. Turns out the ads are indeed the work of Tidal, but they're drawing attention to an entirely different project.

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