Sacha Baron Cohen and 300 fans, all of whom were dressed like the performer’s satirical character Ali G, took to the streets of London on Sunday ahead of the release of Ali G: Who Iz I?
Cohen was decked out in a yellow “Ali G” hoodie and matching pants as the hip-hop journalist that he originated on the sketch comedy series Da Ali G Show, which debuted in the U.K. in 2000 and later aired on HBO. Accompanied by the hundreds of individuals dressed similarly, some of whom were sporting wrap-around sunglasses and even fake goatees, the star led his cohorts on a tour of London landmarks that culminated in Cohen overseeing the Ali G Lookalike Competition. Cohen’s Ali G and the look-alikes rode double-decker buses, enjoyed a boat party on the Thames, posed for photo opportunities near Big Ben and Marble Arch and ordered hundreds of hamburgers at the McDonald’s in London’s famed Leicester Square. The journey ended at Cineworld Leicester Square, where Cohen awarded a winner for the contest.
The festivities were timed to promote the forthcoming comedy movie Ali G: Who Iz I?, with Cohen starring and making his directorial feature debut. Amazon MGM Studios will release the comedy in theaters Oct. 23 for just one week, with the theatrical strategy designed to create a special experience and add urgency to the opportunity to see the movie on the big screen before it hits Prime Video.