‘Ali G: Who Iz I?’ Extends Theatrical Run as Amazon MGM Says Movie “Delivered Against Our Goals” (Exclusive)

Ali G: Who Iz I? is getting some added respect as the film continues to play on the big screen.

Amazon MGM Studios has extended the theatrical run for the Sacha Baron Cohen comedy feature, The Hollywood Reporter has learned. Ali G: Who Iz I? opened in theaters on Friday for a theatrical stint that was previously announced as lasting only two days but will continue at certain locations. This includes a number of Los Angeles area theaters, along with the AMC Empire 25 in New York City and the AMC South Barrington 24 in the Chicago suburbs.

Ali G: Who Iz I? debuts worldwide for streaming via Prime Video on Wednesday. THR had previously reported that the Who Iz I? theatrical strategy was conceived to eventize the release and add urgency to the opportunity to see the movie on the big screen before it heads to streaming.

“The stunt release delivered against our goals of driving awareness, generating excitement and creating a powerful sense of FOMO around Ali G’s highly anticipated return ahead of the film’s global debut on Prime Video,” Amazon MGM says in a statement exclusive to THR. The studio has not reported box office grosses for the film.

Ali G: Who Iz I? marks the big-screen return for the titular character that Baron Cohen originated on the sketch comedy series Da Ali G Show in the early 2000s. Baron Cohen makes his feature directorial debut with the movie that centers on the British hip-hop journalist learning that his girlfriend (Morgana Robinson) is eight months pregnant, leading him to visit America to prepare for the child’s arrival.

Among the famous fans who have voiced support for the film include Amy Schumer and Noel Gallagher, both of whom caught the movie in its initial theatrical run. “I laughed so hard, I was crying,” Schumer posted to social media. “I think it’s the funniest movie I’ve ever seen in my life.”

The new film employs the style of comedy that the star used in such previous features as 2006’s Borat and its 2020 sequel, along with 2009’s Brüno, in which unsuspecting individuals become the focus of social commentary. Sequel feature Borat Subsequent Moviefilm was released directly to Prime Video in October 2020, just before the U.S. presidential election, and landed two Academy Award nominations.

During a recent interview with THR, Baron Cohen addressed racially charged criticism of the character. “The core joke is that a white moron, possibly the stupidest man in the world, is interviewing a white expert or high-status politician, and that white expert or high-status politician believes that this imbecile played by me is real, and that leads to comedy,” the star explained. “And in my belief, it slightly undermines the power of the establishment.”