During a Los Angeles premiere this week, Sacha Baron Cohen used his Ali G character to needle billionaire Jeff Bezos. The upcoming mockumentary , which is a product of Amazon MGM Studios , is facing significant pushback from campaigners.
A red carpet jab at Jeff Bezos's Amazon MGM Studios
While appearing as the legendary Ali G, Sacha Baron Cohen made it clear that his relationship with the film's financier is strictly professional. Speaking to Variety, the 55-year-old actor joked about the wealth of "Jeffrey Bezos," noting that the Amazon founder offered the cash to produce a documentary about his life. However, Cohen quipped that he would only participate in such a project if Bezos himself were not included in the footage.
The comedian arrived at the Los Angeles event in his signature yellow costume, accompanied by actress Morgana Robinson, who played Ali's partner, Julie. The appearance marks a high-profile return for the character, who has been a staple of subversive comedy since his 1998 debut on Channel 4.
The NewsCord campaign targeting 15 global cinema chains
The release of the Ali G mockumentary has become a flashpoint for debates regarding racial stereotypes in comedy. According to the report,a campaign led by the UK-based media monitoring platform NewsCord has urged cinema owners worldwide to refuse to screen the film.. This movement follows a petition from campaigners who claim the character reinforces harmful tropes.
This friction reflects a broader, intensifying tension between traditional provocative comedy and modern sensibilities. newsCord has reportedly contacted 15 major global cinema chains, requesting they boycott the film on behalf of registered campaigners. This pushback comes as Sacha Baron Cohen attempts to navigate an era where, as he noted on X, a single joke can threaten a comedian's entire career.
Who is responsible for the Picturehouse screening confusion?
The controversy has already led to conflicting reports regarding how major exhibitors will handle the October 23 release. Initial reports suggested that the UK cinema chain Picturehouse had decided to ban the film entirely in response to the NewsCord campaign. This created immediate uncertainty about the film's availability in British theaters.
However, as Variety reported, the situation remains unverified. The communication from Picturehouse appeared to be a standard customer service response regarding unbooked schedules rather than a definitive refusal to screen the Ali G film. It remains unknown whether the chain will ultimately cave to pressure or proceed with the release.
The 27-year evolution of Sacha Baron Cohen's Ali G
The return of Ali G is the culmination of a decades-long character history that has seen several hiatuses. After the character first appeared on The 11 O'Clock Show in 1998 and starred in the 2002 film Ali G Indahouse, Sacha Baron Cohen eventually announced the character's retirement in 2007. Despite this, the persona has seen intermittent resurrections, including a 2014 project and a surprise appearance at Wimbledon in July.
This latest film, which features a soundtrack involving reggae artist Shaggy, represents Cohen's directorial debut with the character. as the film approaches its October release, the industry is watching to see if the character's brand of satire can survive the current climate of organized boycotts.
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