Sacha Baron Cohen Revives Ali G at the ‘Ali G: Who Iz I?’ Premiere

Tena Milakovic
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Few comedy characters have made a comeback as memorable as Ali G. Sacha Baron Cohen has been teasing and celebrating the return of his streetwise West London persona, and the premiere of ‘Ali G: Who Iz I?’ in Los Angeles was a true character spectacle. Arriving in full costume, Cohen transformed the red carpet into an Ali G-inspired extravaganza.

Ali G first burst onto British television in the late 1990s, initially introduced on ‘The 11 O’Clock Show’ before landing his own series, ‘Da Ali G Show,’ which premiered on Channel 4 in 2000 and later aired on HBO. The show’s premise was straightforward: Ali G interviewed unsuspecting public figures who were unaware he was a fictional character. This series also introduced Cohen’s other iconic characters, Borat Sagdiyev and Brüno Gehard, both of whom starred in their own films.

Ali G made his big-screen debut in ‘Ali G Indahouse’ in 2002, directed by Mark Mylod, which grossed $23.3 million worldwide. This film followed a more traditional narrative structure, while the new project aims to revive the mockumentary style. Additionally, it marks Cohen’s feature directorial debut, adding significant pressure to the project.

At the Los Angeles premiere, Cohen walked the red carpet as Ali G. In footage from the event, Ali G-inspired figures donned oversized, glossy puffer coats—one in bright yellow paired with a matching beanie, and another in blue with a red beanie. Both sported chunky gold chains and tinted sunglasses, while a woman in a teal scale-pattern bodysuit joined them in front of the Amazon MGM Studios backdrop.

The lead-up to the premiere has been delightfully playful. Cohen filmed the movie in secret over the past few years, much like he did with his ‘Borat’ films. Rumors began circulating in early July that production had wrapped, and he confirmed it by appearing as Ali G at the Wimbledon men’s final on July 12.

Shortly thereafter, Cohen officially announced the film in an Instagram video as Ali G, revealing the title and the October 23 release date. Amazon MGM Studios later released a trailer that outlines the story: after twenty years of “chillin’, tokin’ and bonin’,” Ali G discovers that his long-term girlfriend, Julie, is eight months pregnant. Faced with the prospect of another mouth to feed, he travels to America to reclaim his former glory, only to encounter adversaries who threaten his and his child’s future.

The promotional campaign has embraced stunts, with Cohen recently taking over London with 300 Ali G look-alikes. They celebrated on the Thames, posed near Big Ben and Marble Arch, ordered hundreds of hamburgers at the McDonald’s in Leicester Square, and concluded at the Cineworld there. Videos from the event showcased fans reciting iconic catchphrases like “Booyakasha!”

Amazon MGM Studios will release the film in theaters for one week starting October 23, before it transitions to Prime Video. This strategy aims to create a special event and encourage audiences to experience it on the big screen. The movie runs for 1 hour and 29 minutes, carries an R rating, and features Morgana Robinson alongside Cohen, with Four By Two Films producing in collaboration with Working Title Films.

Cohen’s character films have had a varied but often impressive track record. ‘Borat’ grossed $262 million worldwide in 2006, ‘Bruno’ earned $188.8 million in 2009, and ‘The Dictator’ made $179.4 million in 2012. ‘Borat Subsequent Moviefilm’ bypassed theaters in 2020, going straight to Prime Video, making this theatrical release noteworthy.

Recently, Cohen appeared in Netflix’s comedy ‘Ladies First’ and had a brief role in Prime Video’s ‘Balls Up.’ Both projects diverged from the hidden-camera style that fans typically associate with him. ‘Ali G: Who Iz I?’ marks a return to those comedic roots, which likely contributes to the excitement surrounding the premiere.

There’s also curiosity about whether the character’s comedic style will resonate with contemporary audiences. Cohen has previously described Ali G as a subtle attempt to challenge the establishment, viewing the character as a study that couldn’t truly exist. The premiere indicates that he still has a flair for spectacle.

With the film set to hit theaters on October 23, audiences won’t have to wait long to see how it unfolds. Between the vibrant red-carpet outfits, the London look-alike parade, and the air of mystery surrounding the film’s production, Ali G is making a grand return. The next question is whether the movie will meet the high expectations.

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