UK cinema chain Picturehouse Cinemas has confirmed that it currently has no intention of showing the upcoming comedy film Ali G: Who Iz I?, starring Sacha Baron Cohen’s iconic character Ali G. The film, scheduled for release in October, marks the return of Baron Cohen’s satirical, self-styled “streetwise” persona, who first rose to prominence in the late 1990s. However, the project has already become the subject of controversy before reaching cinemas.

Picturehouse, which operates 25 venues across the UK, stated that it does not plan to include the film in its release schedule. The announcement follows growing pressure from an online campaign urging cinemas around the world to reject the movie.

The campaign was launched by media watchdog group NewsCord, which argues that Baron Cohen’s characters have historically reinforced negative stereotypes affecting minority and marginalised communities. The organisation has also criticised Amazon MGM Studios for bringing back what it describes as an outdated and offensive caricature.

According to NewsCord, more than 27,000 emails have been sent by supporters to cinema operators internationally, calling on them not to screen the film.

The first trailer for Ali G: Who Iz I? was released earlier this week. Like previous Ali G projects, the film combines scripted comedy with interactions involving unsuspecting members of the public and well-known figures.

The story follows Ali G as he discovers that his longtime partner, Julie—now portrayed by comedian Morgana Robinson—is eight months pregnant. Facing impending fatherhood, he travels to the United States in an attempt to recapture his former fame and sense of purpose before his life changes dramatically.

Addressing the reaction to the film’s return, Baron Cohen shared the trailer on social media with a tongue-in-cheek message. Referencing modern debates around comedy and political correctness, he joked that bringing back Ali G was his way of “playing it safe” in an era where comedians can face intense scrutiny over controversial material.

Ali G first appeared on Channel 4’s The 11 O’Clock Show in 1998 and quickly became one of Baron Cohen’s most recognisable creations. Although the comedian announced the character’s retirement in 2007, Ali G has resurfaced on several occasions over the years, including a surprise stand-up performance in Sydney in 2021 and an unexpected appearance at Wimbledon earlier this year.

In recent years, Baron Cohen has continued to work across film and television. One of his latest projects, the gender-swap satire Ladies First, attracted significant attention on Netflix and performed strongly in viewing charts, although critical reception was largely negative following its release earlier this year.

As debate surrounding Ali G: Who Iz I? continues, the film’s release is expected to reignite wider discussions about satire, comedy, and the boundaries of cultural representation in modern entertainment.