How Pro-Palestine Activists Attempted to Ignite a Boycott of Sacha Baron Cohen’s Ali G Sequel
Activists used the NewsCord platform to urge cinema chains not to screen Sacha Baron Cohen’s sequel, Ali G: Who Iz I?, after its trailer drew criticism over the character’s racial and gendered humour. The campaign described the film as “blackface” and said it had helped limit its theatrical release, though the article says NewsCord misrepresented the scale of public participation and Amazon’s release plans.
NewsCord says its tools generated about 55,000 emails to exhibitors, using personalised templates and an AI language model; it also cited Picturehouse’s decision not to screen the film. Amazon’s limited cinema release was described by the studio as a “stunt release”, and the film is now streaming on Prime Video. The article also notes NewsCord’s links to Tech for Palestine, an advocacy nonprofit whose campaigns about online content and the Israel-Palestine conflict have drawn criticism.
In short
- NewsCord says its campaign sent about 55,000 emails to cinema chains.
- The film had a limited theatrical release and is now on Prime Video.
- The article questions how the campaign portrayed its impact.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Supporters of the campaign could argue that audiences have a legitimate interest in challenging racial and gendered humour they see as harmful, and that contacting cinemas is a peaceful way to press cultural institutions to consider that impact. They might view tens of thousands of generated emails and Picturehouse’s decision as evidence that coordinated public advocacy can influence screening choices.
The case against
Critics could argue that a campaign should represent public participation and a film’s release plans accurately, especially when claiming to have curtailed its cinema run. They might also see mass-generated, personalised emails as overstating individual support and putting pressure on exhibitors over a disputed interpretation of the comedy, rather than allowing audiences to decide for themselves.
Explained simply
Sacha Baron Cohen is a British comedian and actor best known for playing comic characters such as Ali G, a fictional would-be rapper who uses exaggerated slang and mannerisms. His humour has often relied on satire and deliberately provocative portrayals, which some viewers find offensive.
The boycott effort was organised through NewsCord, a platform that helps people contact companies about causes. The campaign focused on cinema chains and the film’s portrayal of race and gender; Picturehouse was among the exhibitors it cited. NewsCord has links to Tech for Palestine, a nonprofit that campaigns on issues related to online content and the Israel-Palestine conflict.
The dispute raises questions about how organised campaigns influence entertainment companies’ decisions and how their reach is described. It also reflects wider debate over the boundaries of satire and the impact of comedy on the people it depicts.
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