Sacha Baron Cohen is facing significant backlash ahead of the October 23 release of his new film , Ali G: Who Iz I?. A UK-based media monitoring group, NewsCord, is leading a campaign to urge global cinema chains to refuse the mock-documentary due to alleged racial stereotyping.
The two-decade gap since the 2002 Ali G feature
The return of the Ali G character marks a major shift for Sacha Baron Cohen, who has not used the persona on a large scale since retiring it in 2007. The character first gained prominence on Channel 4 in the late 1990s, eventually leading to The Da Ali G Show and a feature film in 2002. According to the report, previous attempts to revive the character were met with skepticism by Channel 4 executives , who noted that the modern regulatory environment makes this style of production difficult.
NewsCord's 41,000-email campaign against Jamaican stereotypes
NewsCord, a UK-based media monitoring service, has escalated its opposition by sending over 41,000 emails to major cinema operators. The group claims that the new trailer for Ali G: Who Iz I? uses satire as a "cover" for perpetuating harmful Jamaican stereotypes. Specifically, the campaign alleges the character reinforces negative images involving:
- Misogyny
- Drug use (specifically weed)
- A lack of ambition
These criticisms echo past grievances from Black British comedians and writers who have argued that Cohen's persona can serve as an alibi for racism.
Phil Clapp’s warning against cinemas acting as "moral police"
The UK Cinema Association has pushed back against the idea that theaters should be responsible for vetting the social impact of every film. phil Clapp, the head of the association, stated that cinemas exist to entertain a broad audiene and should not function as "moral police." He noted that as long as a film receives a BBFC certificate, it is generally expected to be shown, unless an individual venue makes a specific choice based on audience feedback.
As the report notes, the UK chain Picturehouse has yet to make a definitive decision regarding the film's inclusion in its schedule, often providing standard repleis to inquiries about unlisted titles.
Will Amazon MGM yield to the NewsCord boycott?
While Sacha Baron Cohen has defended the film on X as a way to challenge current norms, several critical details regarding the film's rollout remain unverified. It is currently unknown how Amazon MGM, the film's distributor, plans to handle the pressure from NewsCord or if they will engage directly with the protesters. additionally,while the trailer has sparked a significant campaign, it remains to be seen whether the general public's reaction will align with the petition or if the film's satirical intent will be accepted by mainstream audiences upon its October 23 debut.
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