Sacha Baron Cohen directs first Ali G film in over two decades

Sacha Baron Cohen is to release a new Ali G film worldwide on 23 October. Titled Ali G: Who Iz I?, the project marks the first time the British comedian has directed one of his own feature films. Its existence was kept entirely secret until four days before Cohen appeared in character at this year’s Wimbledon men’s singles final.

At the championship, Cohen breached security to heckle Prince William about an alleged £1,400 drugs debt owed by Prince Harry and tout illegal substances on Instagram. While eleven players were fined a total of £34,000 for audible obscenities at the tournament, Cohen was released without penalty. The incident was captured on smartphones, and the footage is expected to feature in the final cut.

This logistical approach demonstrates how covert, smartphone-driven production can bypass traditional film crew costs. The method reflects a calculated move by Cohen to take greater financial and creative control over his commercial properties. His recent Netflix project, Ladies First, drew a poor reception, a film he neither wrote nor directed.

The new film signals a return to the ambush-interview format that defined the character’s early years on Channel 4, rather than the scripted narrative of 2002’s Ali G Indahouse. Secret filming locations suggest a focus on high-profile political and media figures. Last summer, Cohen was spotted filming near Chipping Norton, a hub for British figures like David Cameron and Rebekah Brooks, during a period when US Vice President JD Vance was also in the area.

The absence of a US theatrical release for the first Ali G film leaves American public figures potentially more vulnerable to Cohen’s tactics this time around. This mirrors the strategy of his 2020 Borat follow-up, which successfully targeted US political figures to impact the presidential election.

The return has also reignited a debate over the economic and cultural footprint of comedy on local communities. Staines, the Surrey town loosely portrayed as the character's home, officially changed its name to Staines-upon-Thames in 2011 to distance itself from the association and improve its image. Current MP Lincoln Jopp has welcomed the return, stating: “I can’t believe Ali G is coming back! I loved Ali G Indahouse; it’s hilarious. Sacha Baron Cohen is a genius.”