Just days after the trailer dropped for Ali G: Who Iz I?, Picturehouse Cinemas, which owns 25 cinemas across the UK, has confirmed it won’t screen it when it releases this October.

Sacha Baron Cohen created the satirical character Ali G in 1998, first appearing on Channel 4’s The 11 O’Clock Show. Baron Cohen went on to create Da Ali G Show, which launched in 2000, and subsequently Ali G Indahouse, a satirical comedy film. The character was created as a white man who adopts slang, dress and mannerisms he associates with Black British culture. The comedy focused on Ali G’s obliviousness to his controversial behaviours.

According to Metro, Picturehouse Cinemas decided on an online campaign by media watchdog NewsCord. The campaign demanded that cinemas worldwide boycott the film. They allege Baron Cohen has ‘enforced harmful stereotypes across marginalised communities through his characters’. They also criticised distributor Amazon MGM for reviving ‘a racist caricature’.

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Understandably, the character has split opinion over the years, and Baron Cohen expected controversy with this upcoming film. Taking to X this week, the actor wrote: “In an age where a comedian’s career can be ended by a single un-PC joke, I thought I’d play it safe and bring this guy back.”

More than 34,000 emails have reportedly been sent to cinema chains as part of NewsCord’s campaign. In a statement to Metro, Picturehouse said: “We currently do not have any plans to screen this film on its release”. Despite Picturehouse’s decision, it seems no other cinema distributors have followed suit.

Ali G is seen ambushing unsuspecting real people and public figures in the recently released trailer. The film is set for release on October 23 as Baron Cohen’s directorial debut. Additional stars include Morgana Robinson, with Anthony Hines, Peter Baynham, Dan Swimer, Dan Mazer, Colton Dunn, and Vernon Chatman holding additional story-writing credits.

Baron Cohen has most recently starred in Netflix’s Ladies First opposite Rosamund Pike.

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