Sacha Baron Cohen Pushes Back on the ‘Ali G: Who Iz I?’ Boycott in Fiery New Interview

Few comedians have built a career on provocation quite like Sacha Baron Cohen, and the ‘Ali G: Who Iz I?’ boycott shows his work still sparks fierce debate. The mockumentary revives the wannabe hip-hop character who first made him a star in 1998, more than 2 decades after the 2002 film ‘Ali G Indahouse’.

The new film, opening October 23, was co-written, produced, and directed by Baron Cohen. According to The Hollywood Reporter, it suffered multiple shutdowns and a change of studios, and he insists it will be the last guerrilla comedy of its kind he makes.

The backlash began almost as soon as the trailer dropped. Media watchdog NewsCord launched a campaign urging cinemas to refuse to screen the film, reportedly sending more than 37,000 emails to theaters worldwide.

The group argues that Ali G uses satire as cover to reinforce racial stereotypes. Critics have pointed to the character’s fake dreadlocks and Rastafarian hat, his borrowing of slang and mannerisms from Black British and Jamaican culture, and his declaration that he aspires to be an “absent” father, with the campaign also citing Black comedians who criticized the character back in 2000.

Sacha Baron Cohen on suspicion that the calls for a boycott of his new film, ‘Ali G: Who Iz I?,’ are tied to his past support of Israel: "Well, I haven’t said anything about Israel. I think people are being portrayed as things that they are not on social media and it’s problematic. We are in a world where people can’t distinguish between facts and lies, and that’s something that I’ve spent a lot of the last few years trying to fix. For example, I co-founded a group called Stop Hate for Profit with the NAACP and Color of Change and the ADL and certain other civil rights groups to stop the misinformation and incitement of racism on social media. So, I’m not surprised that prominent Jews are being targeted. I knew that this was going to happen. The level of organization is surprising, but this is a trend of Jews being portrayed in certain ways and trying to be silenced." https://t.co/FT4MPVWObh

— The Hollywood Reporter (@THR) October 21, 2026

Now, Baron Cohen has addressed speculation that the boycott calls are tied to his past support of Israel. “Well, I haven’t said anything about Israel,” he told The Hollywood Reporter, adding that people are being portrayed as things they are not on social media.

He pointed to his work co-founding Stop Hate for Profit alongside the NAACP, Color of Change, the ADL, and other civil rights groups to combat misinformation and incitement on social media. Baron Cohen said he wasn’t surprised that prominent Jews are being targeted, calling the level of organization surprising and describing it as part of a trend of Jews being portrayed in certain ways and silenced.

It’s worth noting that the campaign’s stated objections focus on racial stereotypes rather than Israel. Baron Cohen’s comments reflect his own suspicion about the motivations behind the push, not a connection the campaign itself has claimed.

Yo check out de trailer for me new movie, Ali G: Who Iz I? It got nuff sick tings, but u’ll have to watch de hole film to find out if me hactually died makin it. Only in dem cinemas October 23nd. https://t.co/kz0c3FBeET

— Ali G (@OfficialAli_G) August 25, 2026

Baron Cohen has also explained why he revived a character he once retired. He acknowledged that Ali G is outdated and problematic, arguing that this is exactly why he resurrected him, because the prejudices his characters expose have only grown worse, fueled by social media and AI.

He told The Hollywood Reporter he is terrified of where society is headed and wanted to show extremism on both sides of the political spectrum. The film features him playing 3 different characters.

.@SachaBaronCohen says some of the things that happen in his new movie are “crazier than anything you’ve seen in any other film.” The comedian shares why he’s bringing back Ali G for “Ali G: Who Iz I?” https://t.co/EajRnMNswd

— CBS Mornings (@CBSMornings) October 21, 2026

True to form, Baron Cohen has also answered critics with comedy. In one video, he appeared in prosthetics as a balding progressive activist from a fictional “Campaign for Ethical Comedy,” urging fans to boycott the film because he couldn’t come up with a new character.

He even had Borat call for a boycott in another trailer. Earlier, he joked online that in an age when a comedian’s career can be ended by a single joke, he thought he’d play it safe and bring Ali G back.

So far, the boycott appears to have had limited impact. Reports that Picturehouse Cinemas had agreed to drop the film were disputed by Variety, which noted the chain’s response was its standard reply for films not yet on its schedule.

Sacha Baron Cohen arrives in character and performs as Ali G at the L.A. premiere of “Ali G: Who Iz I?” https://t.co/DzzFEEK2uI

— The Hollywood Reporter (@THR) October 15, 2026

UK Cinema Association CEO Phil Clapp also stressed in an interview with Variety that movie theaters do not serve as censors. With release just days away, the film is still on track to open as planned through Amazon MGM Studios, with Sony Pictures UK handling the British release.

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