Sacha Baron Cohen has confirmed that his secret new Ali G film, Who Iz I?, will be released in cinemas later this year.
The movie, which will be Baron Cohen’s first as a director, will be out on October 23, with Amazon MGM Studios distributing. Plot details remain under wraps, although the project was reportedly filmed in secret and will see the character return to his man-on-the-street prank format.
Baron Cohen announced the news in character yesterday (July 22), writing: “Dey haz finally made a documentary about me. And it ain’t dat crap one about da penguins, dis one haz got at least twice as much animal sex. Ali G: Who Iz I? Cominatcha on 10.23 wotever dat means.”
The confirmation comes less than two weeks after Baron Cohen revived Ali G at the Wimbledon men’s singles final on July 12, where he appeared on Centre Court wearing the character’s familiar yellow-tinted sunglasses, skull cap and gold jewellery, alongside a Wimbledon-branded tracksuit top.
In a video from the tournament, Ali G described tennis as “a crap version of ping pong” before joking about selling “herbal remedies” to spectators.
The character, a satire of appropriated street culture, was first introduced on Channel 4’s The 11 O’Clock Show in 1998, with Baron Cohen conducting slang-heavy interviews with unsuspecting public figures.
His popularity led to Da Ali G Show in the early 2000s, the 2002 feature film Ali G Indahouse and an appearance in Madonna’s ‘Music’ video.
The comedian subsequently found international success with two other characters originating from the same comic universe, Borat and Brüno. The first Borat film grossed more than $260million worldwide, while Borat Subsequent Moviefilm was also shot in secret and released in October 2020.
The sequel earned two Oscar nominations, including Best Supporting Actress for Maria Bakalova and Best Adapted Screenplay for Baron Cohen and his fellow writers.
He has returned to Ali G sporadically in the years since Ali G Indahouse, including for Ali G: Rezurection in 2014 and appearances on US talk shows and awards ceremonies.
Earlier this year, Cohen also led the fantasy comedy Ladies First, playing a male chauvinist transported to a society in which women hold the power. Its trailer divided viewers online, with one describing the premise as “Borat but make it feminism”.
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