Ali G movie faces theater boycott campaign after trailer

The return of Sacha Baron Cohen’s Ali G has triggered an organized campaign asking cinemas not to book the new movie. The push intensified after Amazon MGM Studios released the trailer for Ali G: Who Iz I?, a mockumentary scheduled to open in theaters on Oct. 23.

A campaign moves from criticism to cinema bookings

NewsCord, a U.K.-based media watchdog, organized emails to theater chains arguing that the character relies on racist stereotypes and should be kept off their screens. By Aug. 29, the campaign tally had passed 40,000 emails, up from the 37,000 reported a day earlier.

The group’s argument focuses on the way Ali G borrows clothing, speech and mannerisms associated with Black culture while being performed by a white comedian. It has also revived criticism made during the character’s original run. Those objections are allegations and interpretations advanced by campaigners, not findings about the film’s intent.

Deadline reported that Picturehouse Cinemas said it was not planning to show the movie. That response does not amount to an industry-wide boycott, and other chains may make different booking decisions as the release approaches. Representatives for the film had not offered an immediate response to the backlash in The Hollywood Reporter’s account.

The debate around Ali G returns with the character

Cohen created Ali G as an aggressively uninformed would-be hip-hop personality who interviews public figures while they believe they are taking part in a serious conversation. The satire has long divided viewers over whether the joke exposes prejudice and institutional absurdity or reproduces the stereotypes it is supposed to mock.

The new film follows Ali G attempting a career comeback and marks Cohen’s feature directing debut. Its marketing has leaned into the character’s deliberately mangled language, a choice that quickly became part of the renewed criticism.

The dispute now has a practical dimension: campaigners are targeting exhibitors rather than only debating the trailer online. With the October release still ahead, the number of participating cinemas—and Amazon MGM’s eventual response—will show whether the pressure changes the movie’s theatrical reach or remains a highly visible protest around its launch.