The Big Picture

Patrick Goldstein and James Rainey
on entertainment and media

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'Bruno' looks good in red!

April 2, 2009 |  5:02 pm

If you were wondering whether Sacha Baron Cohen could possibly top the comic outrageousness of "Borat" with his upcoming "Bruno," which features him playing a gay fashion expert, wait no longer.

Universal, which will release the film July 10, just put up its first full-length trailer, which the MPAA helpfully gave a red-band rating, which limits its theatrical access but instantly creates a tidal wave of Web cachet, encouraging millions of kids to download it from YouTube and other Web outlets. (Go here to see it.)

BrunoThe key concern of Baron Cohen fans has been -- can he possibly top the madcap high jinks of "Borat"? Judging from the new trailer, I'd say he's well on his way. We see him being whipped by a feisty (and topless) dominatrix and causing mayhem at a fashion show. He also appears, with a tiny baby in his arms, on a talk show that is populated with a largely African American audience, who are outraged when he blithely explains: "I gave him a traditional African name -- OJ."

The trailer also features a line of dialogue destined to become a catchphrase. It's not  "How do you protect yourself from a dildo?" which Bruno asks a martial arts instructor, who is forced to fend off the dildo-wielding gay fashion expert. It's the second question Bruno asks, which is: "How do you defend yourself against a man with two dildos?" 

Photo: Sacha Baron Cohen as Bruno. Credit: Todd Shulman/HBO.