Yesterday, TIDAL ads started popping up online and in New York that featured the text "4:44." Fans thought that the streaming service might be advertising a new Jay Z album.
On Wednesday, Sprint and TIDAL ran an ad during the NBA finals for what appears to be a trailer for some sort of boxing-based movie. The black and white clip reveals that the project features Mahershala Ali, Lupita Nyong'o, and Danny Glover. In the clip, Ali trains with a punching bag that Glover is holding. Nyong'o is not in the video.
The last frame of the video indicates that the project is a joint venture with Sprint, which invested in the company earlier this year. Sprint CEO Marcelo Claure tweeted that the company will be bringing "customers exclusive content through our partnership" with the streaming service. He also tweeted that there will be more news about the partnership on Thursday.
The FADER has reached out to TIDAL for comment.
Watch the video above.