Speculation began to swirl like a cyclone when a curious marketing campaign kicked off from Jay Z’s TIDAL camp that gave no information other than the number “4:44.” Many people thought it signaled a new album from Hov, but it looks like that’s likely not the case.
During Wednesday night’s (June 7) NBA Finals, a trailer aired that finally shed some light on the mysterious campaign and it pointed to a film rather than an album — and people are either confused, convinced they know exactly what it is, or simply surprised.
this can't be all of 4:44… can it? pic.twitter.com/aCQH0bwWfN
— Brandon Caldwell (@_brandoc) June 8, 2017
The monochromatic clip features Academy Award-winning actor Mahershala Ali as a boxer and Danny Glover as his coach. According to the brief credits at the end, 12 Years A Slave actress Lupita Nyong’o is also starring in the project. 4:44 is likely a TIDAL exclusive film in partnership with Sprint. There is no official entry on IMBD and it has no release date as of yet.
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Countless people — including Charlamagne Tha God— took to social media to express their confusion, outrage or guesses at to what 4:44 actually is. Some even concluded the soundtrack for 4:44 was indeed a Jay Z record, or that the movie is actually a video promoting Jay’s new single.
Check out some of the reactions below and watch the trailer above.
So 4:44 not a Jay Z album but a Movie??
— Charlamagne Tha God (@cthagod) June 8, 2017
4:44… what are you trying to tell us @S_C_? ?? pic.twitter.com/K8wnUIVNlX
— Daniel Dudley (@DDisBORED) June 8, 2017
Oh y'all thought 4:44 was a Jay-Z album? pic.twitter.com/IUhf99gI7P
— Matt Narks (@MattNarks) June 8, 2017
Me after that 4:44 commercial pic.twitter.com/FkU0ZNneaZ
— Brandon / Jinx (@Jersey_Jinx) June 8, 2017
Exclusively for Sprint Subscribers on Tidal. RT @AnthonyOsei: It’s pretty clear that the official soundtrack for 4:44 is a Jay Z album.
— Chris Uño (@CRS_One) June 8, 2017
4:44 is an exclusive Tidal movie pic.twitter.com/pA7oMEDVWx
— LaCue (@SylvanLacue) June 8, 2017
It's crazy. Cause I'm watching the commercial like "This beat is fire" … 4:44
— Rob Markman (@RobMarkman) June 8, 2017
Whaaaaaaaaat the fuck was that?! 4:44 ?!
— Rob Markman (@RobMarkman) June 8, 2017
So 4:44 is a Jay Electronica album??? ?????
— Charlamagne Tha God (@cthagod) June 8, 2017
A movie to promote a Jay-Z single
— Kit Cloudkicker ?♂ (@handsumdevil) June 8, 2017
Original content for Tidal to promote the album. smart. 4:44 might be the sound track for the film. Like some Kanye, Runaway type ish… ?
— Marvin Fisher (@Marvin_Fisher) June 8, 2017
Naw it's a album, I think it's a music video trailer
— V.I.C.K (@412VICK) June 8, 2017
Soo…. 4:44 is a MOVIE.. oh shit.
— GIANTS4EVER (@ScottieBeam) June 8, 2017
So 4:44 is a movie lmfao
— ????? (@memyselfandizay) June 8, 2017