Music streaming service Tidal has revealed the meaning behind a series of mysterious “4:44” posters that have been cropping up in New York and online this week: a new film project of some sort, starring Oscar winners Mahershala Ali and Lupita N’yongo, that the company helped create. The streaming service released a trailer for 4:44 last night, during the NBA Finals:
Tidal’s move into video content seems to be part of its recent partial acquisition by Sprint, with the company’s CEO, Marcelo Claure touting the project as exclusive content for the company’s subscribers. Not all of them, mind you; the film—which also co-stars Danny Glover—has apparently been rated NC-17, although there’s no indication of what it does to earn that infamous designation. (So far, all we’ve seen is Ali committing unprovoked violence on a punching bag.) Claure has promised more news about the project later today.