Sacha Baron Cohen, the British comedian responsible for characters like Ali G and Borat, is set to bring another one of his many faces to the big screen.

The rights to “Bruno,” a film based on Cohen’s portrayal of a gay Austrian fashion reporter, have been snatched up by Universal Pictures for $42.5 million after a heated bidding war, according to the Hollywood Reporter.

Cohen is currently making headlines with his character Borat, who’ll hit theatres Friday in “Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan.”

The fictional character, a politically incorrect news reporter from Kazakhstan, has sparked protests from Kazakh officials. In the movie, Cohen travels across the U.S., representing Borat’s home as a country that promotes of misogyny, racism, anti-Semitism and the comsumption of horse pee.








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