FILM

The launch film aired during the NBA Finals with an unprecendeted 3 minute media buy announcing the album and sending fans to MagnaCartaHolyGrail.com to download the app on their Samsung Galaxy. The film, shot by Mark Romanek, documented a behind-the-scenes listening session with Jay-Z and some of his closest collaborators as they previewed tracks and discussed the themes of the album.

Following the launch, supporting films that focused on individual tracks were released weekly through the app and other digital channels, increasing downloads and building momentum to the July 4th release date.