The latest Sacha Baron Cohen spectacle has sent US fans searching for a new Borat movie, but the character making the comeback is Ali G. Cohen appeared in London with 300 look-alikes ahead of Who Iz I?, a new Ali G film being developed as an Amazon project, according to The Hollywood Reporter.
The London gathering quickly became one of the most striking images in weekend entertainment coverage. Photographs showed Cohen surrounded by a large group dressed as his famous character, turning the film promotion into a public event rather than a conventional announcement.
That visual appears to be what drove the confusion online. Cohen is closely associated with both Ali G and Borat, so images of the comedian back in character can naturally prompt questions about whether another Borat movie is on the way. The headlines covering this event, however, identify the project as an Ali G return titled Who Iz I?.
Is Sacha Baron Cohen making a new Borat movie?
The current news is about Ali G, not a newly announced Borat movie. The Hollywood Reporter described Cohen’s London appearance as a promotion for Who Iz I?, while The Guardian and The Times included the gathering in their weekend photo coverage.
Those reports do not identify the event as a Borat sequel announcement. For US viewers trying to separate the viral images from the search speculation, the key fact is simple: Cohen’s latest public character appearance is tied to Ali G and Who Iz I?.
What is Sacha Baron Cohen’s new movie?
The film is titled Who Iz I? and centers on the return of Ali G, the character played by Cohen. The Hollywood Reporter reported that the project is being developed for Amazon.
The supplied coverage does not provide a release date, detailed plot, or full cast list. What it does make clear is that the film has already begun attracting attention through a highly visible London promotion, with hundreds of people appearing as versions of Ali G.
The title also signals that the campaign is leaning into the character’s established identity. Rather than quietly introducing the movie, Cohen and the production used a large-scale appearance designed to make the return immediately recognizable in photographs and social posts.
Why were 300 Ali G look-alikes in London?
The 300 look-alikes were part of the promotion for Who Iz I?, according to The Hollywood Reporter. Their presence transformed the announcement into a crowd scene that could be photographed from multiple angles and easily shared across news and entertainment feeds.
The Guardian featured the Ali G appearance in a gallery of unusual weekend moments, alongside a photograph of Marge Simpson riding the subway. The Times also highlighted the event in its “news in pictures” coverage, using “Booyakasha!” in its headline to mark Ali G’s return.
That coverage helps explain why the story traveled beyond movie-industry reporting. The event was visually distinctive, and the connection to a familiar Cohen character made it easy for people who saw the photographs to search for more information. For anyone encountering the images without the accompanying headlines, the scale of the gathering could look like a major Borat announcement.
When will Who Iz I? be released?
A release date is not provided in the supplied reports. The project is being developed as an Amazon film, but the available headlines and coverage focus on the London promotion and Ali G’s return rather than a premiere schedule.
For now, the confirmed news is the character and the title: Sacha Baron Cohen is returning as Ali G in Who Iz I?, with Amazon attached to the project. The 300-person London appearance has made that announcement a major weekend talking point, while the Borat connection explains why so many US searches are using a different character’s name.
So, is there a new Borat movie? The event covered by The Hollywood Reporter, The Guardian, and The Times points to something else: a large, unmistakable Ali G comeback. Until further details emerge, Who Iz I? is the Cohen project behind the viral images and the sudden search interest.