The 4:44 advertisements mystery has been solved and to the disappointment of hip hop fans, it doesn't have anything to do with a new Jay-Z album.
Residents of cities like Chicago and New York have recently found themselves looking up at billboards and asking the same question that people browsing down the sidebar of various websites were asking when they came across ads that simply showed the number 4:44. Over the past few days, word began to get around the rumor mill that perhaps a Jay-Z album was on the horizon, with some associating the number 4 with Jay and Beyonce's 4/4 wedding anniversary and noting how Swizz Beatz recently hinted that a Hov project is in the works.
Those who've encountered the cryptic ads got their answer on Wednesday night [June 7] during Game 3 of the NBA Finals, however, as the number revealed its significance via the trailer for a new movie that was aired. As it turns out, 4:44 is a movie Tidal is producing in partnership with Sprint. The NC-17-rated film will star Academy Award-winning actors Mahershala Ali, Lupita Nyong'o and Danny Glover, and revolve around the story of a boxer [played by Ali] and his coach [played by Glover].
No release date was given for the project, but the commercial did note that it will "soon" be available for streaming.
Source: instagram.com
