Sacha Baron Cohen’s new film, *Ali G: Who Iz I?*, which opened in cinemas this week for a limited two-day run before its release on Prime Video, marks the comedian’s directorial debut and a return to the character that launched his career. The film mixes comedic provocation with pointed social commentary, addressing divisive topics such as immigration, gender reassignment, and cultural appropriation.
The movie features Baron Cohen reprising his role as Ali G, a satirical persona characterized by a naive and deliberately misguided adoption of Black cultural stereotypes. Alongside Ali G, the film includes two of Baron Cohen’s other well-known characters: Dr Nira Cain-N’Degeocello, a self-described “self-hating white cis male” professor, and Colonel Erran Morad, a former Mossad agent known for his aggressive demeanour.
The film opens with a quotation from Voltaire: “Whoever can make you believe absurdities can make you commit atrocities,” setting a tone that combines intellectual references with brash comedy. Baron Cohen has previously written about satire, invoking classical figures such as Aristophanes and Juvenal, aiming to root his work in a tradition of sharp social critique.
*Ali G: Who Iz I?* relies heavily on hidden-camera segments in which Baron Cohen’s characters interact with real people, ranging from celebrity bodyguards to conservative politicians. These encounters at times veer into provocative territory, with some scenes designed to challenge or expose the beliefs and prejudices of participants. For example, one segment features conservatives unwittingly participating in a fake broadcast titled *The Free Speech Show*, which includes a “QAnon shaman” as a DJ and a disturbing game called *Final Solution*, where participants race to place dummies representing illegal immigrants into mock gas chambers.
The film also confronts criticisms it has received, particularly regarding accusations of racial insensitivity. Ali G’s misappropriation of cultural symbols, such as wearing a durag—an African-American head covering—takes centre stage in a scene where an expert on cultural appropriation questions Ali G, who responds with a deliberately ignorant answer. More than 56,000 people have signed a petition calling for the film’s withdrawal, and the Picturehouse cinema chain has opted not to screen it.
Baron Cohen acknowledged that certain sequences, including a shocking scene involving a drone and a newborn baby, were designed as a test of whether individuals who subscribe to extremist beliefs, such as the theory of race replacement, could be manipulated into committing acts of violence. The filmmaker clarified that no actual violence occurs in the movie.
While the film’s narrative is described as thin and uneven, with some jokes not resonating, instances of sharp satire and absurd humour have been praised. One notable moment features an appropriation apology video presented by Ali G to a group of religious leaders, which was created using artificial intelligence, showcasing Baron Cohen’s blending of modern technology with his comedic style.
*Ali G: Who Iz I?* has reignited debate over the boundaries of satire, particularly in today’s polarized cultural climate, highlighting the risks and responsibilities comedians face when engaging with sensitive social issues. The film will be available for streaming shortly after its brief theatrical release.