Sacha Baron Cohen’s Ali G character is returning to screens in a new film titled Ali G: Who Iz I?, marking Cohen’s directorial debut. The movie is scheduled for worldwide release on October 23. The announcement came shortly after the character made an appearance at Wimbledon, where footage captured Ali G engaging in various disruptive activities, including heckling spectators and making drug-related solicitations on social media. Security allowed him to remain at the event, and the incident was documented on multiple smartphones, potentially providing material for the film.
Cohen first introduced the Ali G character in 1998 on Channel 4’s The 11 O’Clock Show, where the tracksuit-wearing figure conducted interviews with unsuspecting public figures and celebrities. The character had been declared retired in 2007 alongside Cohen’s other well-known creation, Borat, but both have since made comebacks. A previous Ali G film, Indahouse, was released in 2002. The new project is expected to follow a format closer to Cohen’s recent Borat work, which blended fictional scenarios with real interviews designed to expose problematic viewpoints from subjects.
Filming took place in secret across locations in the UK and US. Sightings of the character were reported in Chipping Norton, Oxfordshire, during a period when US Vice President JD Vance was vacationing in the Cotswolds region. A photograph released by The Sun showed Ali G in costume at a wildlife park in Burford. A crew member indicated the production would be substantial in scope, though contractual agreements prevented detailed disclosure.
The character’s association with Staines, Surrey, has generated renewed attention in the town. In 2010, local business groups had successfully lobbied to rebrand the area as Staines-upon-Thames in an effort to distance the town from its Ali G connection. Current representations indicate mixed local sentiment, with the sitting MP expressing enthusiasm for the character’s return while some residents remain less welcoming. An announcement video featuring Ali G referenced representing “the westside of Staines-upon-Thames,” ensuring continued association between the character and the location.
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