Sacha Baron Cohen has returned to one of his most famous characters with the release of "Ali G: Who Iz I?," arriving 24 years after the original film "Ali G Indahouse." The new movie, opening in select cinemas this week and expected to be available soon on Prime Video, marks Baron Cohen’s directorial debut and revives the white wannabe gangster rapper whose satirical catchphrases gained global recognition in the late 1990s.
The film sticks to the format popularized by Baron Cohen’s earlier works, "The 11 O’Clock Show" and "Da Ali G Show," in which the character interacts with unwitting real-life individuals. Among those who are duped this time is former American politician Newt Gingrich, alongside other Republican figures, who are portrayed taking extreme actions in the name of patriotism. Baron Cohen’s portrayal also includes two additional characters from his 2018 Emmy-nominated series "Who Is America?": Dr. Nira Cain-N’Degeocello, a professor who critiques aspects of woke culture, and Colonel Erran Morad, an assertive Israeli former Mossad agent satirizing anti-immigrant sentiment on the right.
The film’s satirical edge has drawn both praise and criticism. While Baron Cohen defends Ali G as a tool to expose racism rather than promote it, some critics and audiences have expressed concern over the character’s reliance on cultural appropriation and stereotypes. A petition signed by more than 56,000 people calls for the film's withdrawal, and the Picturehouse cinema chain has opted not to screen it in the UK. Critics argue that the character’s behaviors—including smoking weed and exhibiting misogyny—perpetuate offensive stereotypes, particularly about Black communities. Supporters counter that the film features contributions from Black artists such as Rihanna and ASAP Rocky, and includes black writers on the creative team, emphasizing its satirical intent.
Baron Cohen, 55, addresses these controversies by highlighting his long-standing approach of using exaggerated characters to challenge societal prejudices. He points to his previous roles—such as Borat, who satirizes antisemitism, and Brüno, who tackles homophobia—as evidence of his commitment to social commentary through comedy. The film opens with a Voltaire quote underscoring this theme: “Whoever can make you believe absurdities can make you commit atrocities.”
Beyond Ali G, Baron Cohen's career spans dramatic and comedic roles, earning him accolades including two BAFTAs, two Golden Globes, and three Oscar nominations. His recent work includes portraying real-life Israeli spy Eli Cohen in the Netflix limited series "The Spy" and playing activist Abbie Hoffman in "The Trial of the Chicago 7."
Baron Cohen’s personal life has seen significant changes recently, including his divorce from actress Isla Fisher after over two decades of marriage. He has also transformed his physical image, appearing on the cover of Men’s Fitness magazine and training for an upcoming role in the Marvel series "Ironheart." Additionally, he is set to star in Quentin Tarantino’s West End play debut, "The Popinjay Cavalier," described as a farcical swashbuckler.
The release of "Ali G: Who Iz I?" reflects both Baron Cohen’s ongoing cultural influence and the complex debates surrounding satire, identity, and popular comedy in contemporary society.