Sacha Baron Cohen Revives Ali G, Citing Fear for Society's Direction

Sacha Baron Cohen has resurrected his satirical character Ali G, driven by a profound fear for the current direction of society. The actor, 55, stated that the character's "outdated and problematic" nature is precisely why he believes it is time to reprise the role in the upcoming film, "Ali G: Who Iz I?"

Cohen expressed concern over escalating political polarization and the increasing normalization of extreme views. He argued that the prejudices his characters have historically aimed to expose have been amplified by social media and, increasingly, artificial intelligence. "Because I'm terrified of where our society is headed, and the way I can comment on that is through my comedy," Cohen told The Hollywood Reporter.

He aims to "show the extremism on both sides of the political spectrum and the danger of virtuous violence," while also striving to create the "funniest film that's ever been made."

Cohen also emphasized the importance of making "dangerous" films in an era marked by the rise of AI and the proliferation of misinformation on social media. "These really are the hardest movies to make, but I suppose I made it because I’m scared of this world of conspiracies and lies that are spread by social media and now by AI," he said. "If we don’t have these shared facts, then democracies crumble and we can’t have a tolerant society. And to make people laugh is therapy."

The comedian has defended the revival of the controversial character, asserting that Ali G is "designed to expose prejudice." However, the upcoming mockumentary has faced backlash, with calls for its ban in UK cinemas and a petition launched by campaigners who claim the character "enforces racist stereotypes." These criticisms stem from accusations that Ali G perpetuates stereotypes associated with white, middle-class young men adopting British Jamaican and hip-hop culture.

In a statement for Time magazine, Cohen wrote, "The fact that Ali G is outdated and problematic is the very reason I resurrected him." He continued, "All the prejudices my characters are designed to expose haven't just lingered—they've metastasised. They're fuelled by the greatest propaganda machine in history—social media—and now by its monstrous child, AI."

Cohen claimed that by 2026, "ignorance reigns and truth is inverted."

The film, which marks Cohen's directorial debut, was secretly filmed over a year and follows his character's life "since the world went to c**p," alongside his pregnant girlfriend Julie, played by Morgana Robinson. The film is scheduled for release in cinemas on October 23.

A campaign by the UK news monitoring platform NewsCord urged cinemas worldwide to refuse to screen the film. This initiative cited a 2000 Guardian report featuring Black British comedians who discussed Ali G as an "alibi for racism." Critics like Felix Dexter and Jeanette Winterson questioned the character's role in perpetuating stereotypes.

Phil Clapp, head of the UK Cinema Association, responded to the campaign by stating that cinemas are meant to entertain, not act as censors. He noted that decisions to screen films are based on BBFC certification and audience reception.

Cohen himself addressed the backlash on X, sarcastically remarking, "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."

Reports initially suggested that the UK cinema chain Picturehouse would not screen the film, but Variety later clarified that this was a standard response to an inquiry and no decision has been made.

Cohen first teased Ali G's return with an appearance at Wimbledon in July. The character, created 27 years ago, first appeared on screens in Autumn 1998 as the "voice of youth" on Channel 4's The 11 O'Clock Show. He later starred in Da Ali G Show and the 2002 film Ali G Indahouse.

Though Cohen announced Ali G's retirement in 2007, he brought the character back to accept an award at the 2012 British Comedy Awards and again in 2014 for "Ali G Rezurection."