‘Ali G: Who Iz I?’ Sparks Calls For Theater Boycott, Trailer Slammed Over Racist Stereotypes
A new trailer for Sacha Baron Cohen's sequel "Ali G: Who Iz I?" has prompted an online campaign urging cinema chains to refuse to screen the film, with critics arguing the character perpetuates racist stereotypes of Jamaican men. The row centres on the film's marketing, which leans into the character's controversial history rather than addressing it, and has already led at least one UK chain to say it will not screen the film ahead of its October release.
The campaign, run by watchdog site NewsCord, sent more than 40,000 emails to cinema chains, with at least 15 contacted worldwide. UK chain Picturehouse Cinemas confirmed it is "not planning to screen the film". NewsCord argues Ali G, created by Cohen for Channel 4 in 1998 and previously appearing in "Da Ali G Show" and 2002's "Ali G Indahouse", uses a white performer's Jamaican caricature as cover for jokes ultimately aimed at Black people. The group also cited past criticism from Black British comedians, author Jeanette Winterson, and Kazakh and Arab organisations over other Cohen characters, ahead of the film's 23 October 2026 cinema release via Amazon MGM Studios.
- Trailer for "Ali G: Who Iz I?" sparks boycott campaign over racist stereotypes
- NewsCord's 40,000-email push targets cinema chains before October release
- Picturehouse Cinemas says it won't screen the film
New here? Start with this
Ali G is a comic character created by British performer Sacha Baron Cohen. He first appeared on Channel 4 in 1998, posing as a young man from a fictionalised version of Jamaican culture, and later featured in a television series and the 2002 film Ali G Indahouse.
The character’s use of speech, clothing and mannerisms associated with Jamaican culture has long prompted debate about whether the joke targets prejudice or repeats it. Critics have argued that a white performer playing Ali G can reinforce harmful images of Black people, while defenders have seen the character as mocking ignorance and bigotry.
That debate sits within wider discussion about who can portray a culture and how comedy can challenge or perpetuate stereotypes. Amazon MGM Studios is due to release the sequel in cinemas in October 2026.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Critics of the film argue that Ali G’s use of a white performer adopting a Jamaican persona can reinforce racial stereotypes, even when the comedy is intended to expose prejudice or mock the character himself. They see the trailer’s reliance on that persona, without addressing the history of criticism, as a reason cinemas should consider whether screening it causes harm or signals indifference to those concerns.
The case against
Defenders of the film could argue that satire depends on exaggeration and that Ali G is a foolish character whose assumptions and behaviour are the target of the jokes, rather than Jamaican people. They may see a boycott campaign as an attempt to restrict expression before audiences can judge the film, and argue that cinemas should make their own programming decisions while viewers decide whether to attend.