Sacha Baron Cohen is bringing back his satirical character Ali G for a new film, Ali G: Who Iz I?, which will be released in cinemas on 23 October through Amazon MGM Studios. Cohen announced the news in character via an Instagram video, marking the character's first big-screen outing in more than two decades and continuing the comedian's tradition of using guerrilla-style filming to catch unsuspecting participants off guard.

According to Variety, the film was shot in the same secretive manner as Cohen's Borat films, in which real people are unwittingly filmed reacting to his characters. Ali G first appeared on Britain's The 11 O'Clock Show in 1998, before getting his own HBO series, Da Ali G Show, in 2000, and a feature film, Ali G Indahouse, in 2002. Over the years Cohen has interviewed high-profile figures as Ali G, including Noam Chomsky, Buzz Aldrin, David Beckham and Donald Trump, and he last revived the character alongside Borat on The Tonight Show in October 2024.