Sacha Baron Cohen has brought back his character Ali G for a new film, saying the figure is 'outdated and problematic' – and that is precisely why he resurrected him. The 55-year-old star returns as the buffoonish character in Ali G: Who Iz I?, which arrives in cinemas on October 23.
Why Baron Cohen revived Ali G
Writing in an essay for Time Magazine, Baron Cohen explained his decision to revisit the divisive character. 'The fact that Ali G is outdated and problematic is the very reason I resurrected him,' he wrote. 'The world he's returned to is, in many ways, worse than the one he left 20 years ago. All the prejudices my characters are designed to expose haven't just lingered – they've metastasised. They're fuelled by the greatest propaganda machine in history – social media – and now by its monstrous child, AI.'
Baron Cohen observed that bigoted attitudes have 'gone mainstream' since his last regular appearances as Ali G, which included the 2002 film Ali G Indahouse and the TV programme Da Ali G Show, which ran until 2004.
'Ignorance reigns and truth is inverted'
The comedy star, also known for his character Borat, reflected on how attitudes have shifted since he first created that role. 'Back when I first created Borat, it took a few minutes – or a few drinks – to get people to reveal the racism that often simmered below the surface,' he said. 'Now, those views have gone mainstream – whether it's fans hurling slurs and abuse at Black players during the World Cup or hundreds of white nationalists marching through Washington, D.C., on July 4.'
In 2026, Baron Cohen claimed that 'ignorance reigns and truth is inverted'. He said: 'Twenty years ago, Ali G would sit next to world experts spouting absurdities. Today – fed a steady diet of disinformation and conspiracy theories by social media influencers and TikTok news – we have created an entire world where ignorance reigns and truth is inverted. Thanks to this toxic brew of lies, conspiracies, and hate, right-wing authoritarianism is on the march. Intolerance and extremism have surged on the left as well. Political violence has increased, as has our tolerance for it.'
Backlash over red carpet remark
Baron Cohen said he made Ali G: Who Iz I? 'for the same reason I've always done this work' – 'not only to make people laugh, but also to bring them face-to-face with the danger of fanaticism and conspiracy theories'.
The film has already sparked backlash following an in-character appearance by Ali G on the red carpet at the LA premiere last week, which was branded 'gross' and 'misogynist'. Asked about the confirmed merger between Paramount and Warner Bros., Baron Cohen as Ali G offered a different sort of union, declaring: 'The only merger that's happening tonight is me and Sydney Sweeney's babylons,' using the character's slang for breasts.
The remark drew criticism on social media, with some questioning whether his brand of humour still fits in 2026. One person wrote on X: 'Misogyny isn't a punchline.., Gross,' while another asked: 'How did we find him funny?' Others argued that Baron Cohen as Ali G is 'tedious' because the character hasn't evolved with the times. One critic said: 'I think the thing is… Conceptually the idea of a cosplaying cultural idiot is still applicable to today's age but he's done NOTHING to update it to today's references. Makes it really stale. You can say that's part of the joke but I think it's a lazy defence.'
UK chain Picturehouse, which operates 25 neighbourhood cinemas across the country, previously told Metro it had 'no plans' to show Ali G: Who Iz I? upon release. With the film in cinemas this Friday, Picturehouse Cinemas' website appears to confirm this, with no screenings available to book.
