Activists Launch 37,000-Email Campaign to Boycott Sacha Baron Cohen's 'Ali G' Return

Key points

• NewsCord has sent 37,000 emails to cinemas worldwide, urging them to boycott 'Ali G: Who Iz I?' due to alleged racist stereotypes.
• The film, a mockumentary directed by Cohen, is scheduled to open in theaters on October 23 via Amazon MGM Studios.
• Critics, including writer Afua Hirsch and author Jeanette Winterson, argue the character is an 'alibi for racism' and out of sync with modern standards.
• Cohen responded to the backlash on X, joking that he brought the character back to 'play it safe' in an era of political correctness.
• Picturehouse Cinemas stated it has no plans to screen the film, but Variety notes this is a standard response for unbooked titles, not a confirmed boycott.

Background

The character Ali G was originally created by Sacha Baron Cohen for Channel 4's '11 O'Clock Show' in 1998. Cohen previously retired the character in 2007 but made surprise appearances in 2021 and 2026, including at Wimbledon. The new film, 'Ali G: Who Iz I?', marks Cohen's directorial debut and is the fifth major outing for the persona, following previous projects like 'Borat' and 'Bruno.'

How outlets are covering it

The Hollywood Reporter and Variety highlight the intensity of the backlash, noting that NewsCord's campaign has garnered significant attention, though they clarify that claims of a confirmed boycott by Picturehouse Cinemas are inaccurate. Variety emphasizes that the character's original intent was to satirize cultural appropriation, a point Cohen reiterated in his social media response. Conversely, Metro.co.uk initially reported that Picturehouse would not show the film, framing it as a direct result of the campaign, before the nuance was clarified by other outlets. The Hollywood Reporter also notes that some online protests contained antisemitic sentiment, which it describes as ironic given Cohen's background. Overall, the outlets agree that while the campaign is loud, no major cinema chain has officially committed to a boycott, with the U.K. Cinema Association stating that exhibitors decide based on audience demand and BBFC ratings, not moral arbitration.

Why it matters

The controversy highlights ongoing tensions in the entertainment industry regarding the boundaries of satire, cultural appropriation, and the power of online activism to influence commercial decisions. It also tests the resilience of established comedic personas in a modern media landscape where 'cancel culture' and social media campaigns can rapidly escalate into industry-wide discussions, even if they do not result in immediate commercial consequences.

What to watch

The film is scheduled to open in theaters on October 23. It remains to be seen if the backlash will impact box office performance or if the campaign will successfully persuade other chains to drop the title. Amazon MGM and Cohen's representatives have not yet issued a formal statement regarding the boycott efforts.