Ali G return proves Sacha Baron Cohen’s outrage marketing may finally have hit its limit

Sacha Baron Cohen intentionally baited modern outrage culture with his Ali G revival

However, the comeback has faced criticism from several corners of Britain.

The actors baited modern outrage culture, but the sharp pushback signals that 2000s shock satire no longer functions as foolproof publicity.

Online negativity has steadily increased since the trailer was released earlier this week, with critics describing Ali G as an “outdated” and “racist” caricature.

In the trailer, the character wears fake dreadlocks and a Rastafarian hat while also talking about his desire to be an "absent father."

On Wednesday, NewsCord launched a campaign against the film’s cinema release. The news comparison and media monitoring platform urged cinemas worldwide to refuse to screen it.

As of Friday, NewsCord claimed more than 36,000 emails had been requested through its campaign.

The campaign accuses Cohen of using satire to reinforce racist stereotypes and referencing to criticism of Ali G dating back to 2000.

Ali G originally appeared in 1998 on Channel 4’s “11 O’Clock Show.”

Cohen created him as a dense white man imitating urban British and Jamaican culture.

The character’s deliberately offensive behaviour was intended to mock ignorance and cultural appropriation.

However, similar criticisms have resurfaced more than two decades later.

British writer and broadcaster Afua Hirsch has also criticised the character’s return.

She argued that Ali G is now widely out of step with modern times.

Meanwhile, reports of a major victory for NewsCord’s campaign appear to have been incorrect.

Picturehouse Cinemas responded to one campaign email by saying it had no current plans to screen the film.

NewsCord interpreted the response as confirmation that Picturehouse would not show it.

However, Variety reported that the message was a standard response to release enquiries. Picturehouse has not yet made a decision about the film.

Phil Clapp, head of the U.K. Cinema Association, said cinemas are not there to censor films.

“Cinemas are there to engage and entertain the widest possible audience. They are not there to act as censors or arbiters of public taste,” said Clapp.

However, he added that cinemas decide whether to show a film based on the likely response from their audience.

Cohen appears to have anticipated some backlash surrounding Ali G’s return.

After the trailer was released, he joked about bringing the character back in an age of political sensitivity.

Whether that strategy succeeds remains uncertain as criticism of the character continues.