Cinema Boycott Campaign Gathers Traction Against Sacha Baron Cohen's 'Ali G' Return

Key points

• NewsCord has sent over 40,000 emails to cinemas globally, urging them to boycott 'Ali G: Who Iz I?' due to alleged racist stereotypes.
• The film, a mockumentary directed by Sacha Baron Cohen, is scheduled to open in theaters on October 23, 2026.
• Critics, including writer Afua Hirsch and comedian Felix Dexter, argue the character is an 'alibi for racism' and out of touch with modern sensibilities.
• Cohen responded to the backlash on social media, stating he brought the character back to 'play it safe' in an era where careers can end over a single joke.
• Claims that UK chain Picturehouse Cinemas would not screen the film were later clarified by Variety as a standard automated response, not a confirmed boycott.
• Danish cinema chain NFBIO defended the film, stating that cinemas should not act as censors and that audiences should decide what to watch.

Background

The character of Ali G was originally created by Sacha Baron Cohen in 1998 for Channel 4's 'The 11 O'Clock Show.' It gained widespread popularity through the HBO/Channel 4 series 'Da Ali G Show' (2000-2004) and the 2002 film 'Ali G Indahouse.' Cohen retired the character in 2007. The new film, 'Ali G: Who Iz I?', is a mockumentary that follows the character as he attempts a career comeback, marking Cohen's directorial debut. The controversy echoes earlier debates from 2000, when Black British comedians and author Jeanette Winterson criticized the character for mocking Jamaican and Black culture.

How outlets are covering it

The Hollywood Reporter and Variety highlight the intensity of the backlash, noting that NewsCord's campaign has sent tens of thousands of emails to theaters. They also point out that some online critics have included antisemitic remarks, which they argue is ironic given Cohen's Jewish heritage. Variety clarifies that the claim Picturehouse Cinemas would not screen the film was based on a misinterpreted automated email, not a confirmed decision. The Independent and Deadline focus on the broader debate over satire and free speech, noting that while some view the character as a racist caricature, others see it as a parody of cultural appropriation. Cohen's own response, as reported by THR, suggests he anticipated the backlash and framed the return as a safe move in a polarized media landscape.

Why it matters

The controversy over 'Ali G: Who Iz I?' highlights ongoing tensions in the entertainment industry regarding satire, cultural appropriation, and the boundaries of free speech. The coordinated boycott campaign by NewsCord, a UK-based watchdog, underscores the growing influence of activist groups in shaping public discourse and potentially impacting the commercial success of films. The debate also reflects broader societal shifts in how humor and representation are perceived, particularly in the context of racial and cultural sensitivity. The outcome of this campaign could set a precedent for how future films and characters are received and distributed, especially in the UK and other markets where such campaigns are active.

What to watch

The film is scheduled to open in theaters on October 23, 2026. The outcome of the boycott campaign will depend on whether major cinema chains decide to screen the film. If the campaign gains significant traction, it could impact the film's box office performance and public reception. Additionally, the debate may continue to evolve as more voices weigh in, potentially influencing how similar characters and satirical works are received in the future. The response from Amazon MGM Studios and Sacha Baron Cohen's representatives will also be closely watched, as they may provide further context or address the controversy directly.