Bidding War Brews for Borat's Bruno

Australia

Bidding War Brews for Borat's Bruno

Fri., Oct. 27, 2006 12:56 PM PDT by Gina Serpe

First comes Borat, then comes Bruno, then comes the big bucks.

Sacha Baron Cohen has reportedly sparked a studio frenzy with the announcement that he will follow up his highly anticipated big-screen portrayal of the Jew-hating, incest-friendly, homophobic Borat with the equally brash, though slightly more palatable fashion reporter Bruno.

Here's hoping Austria has a better sense of humor than Kazakhstan.

According to the Hollywood Reporter, Universal Pictures has leaped to the forefront of the bidding war over Cohen's next flick, offering more than $42 million for the worldwide distribution rights. The studio's bid reportedly puts it ahead of DreamWorks, Sony, 20th Century Fox and Warner Bros., all of which are vying for the comedy.

Apparently, timing really is everything.

The studios are making their wagers based solely on the presumption that Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan, out Nov. 3, will be such a success that moviegoers will be clamoring for more from the English comedian.

Which, if the film's early buzz is any indication, they will be.

As of now, Bruno exists in theory only: There's no script, no director and no start date, though the Reporter says that Cohen is eyeing a summer 2007 production.

Like Borat, and Cohen's other comic alter ego, Ali G, Bruno was originally conceived on Da Ali G Show and will be the series' final character to make the jump to the big screen.

Though Bruno is much more likely to toast his new deal with a sip from an appletini than a chug of fermented horse's urine.

For those who don't know, Bruno is a leather-clad, faux-hawked and otherwise over-the-top gay fashionista who is endlessly on assignment and who fancies himself the "voice of Austrian youth TV."

One of his most popular segments from Da Ali G Show featured Bruno interviewing a Southern Baptist pastor who specializes in converting homosexuals. Bruno peppers the "gay-saver" with questions about what is acceptable manly behavior (approved with a hearty "ach-ya") and what is not (dismissed with a condescending "nish-nish").

Showering with men, eating brunch, watching Will & Grace and just generally "being fabulous," all are deemed "nish-nish" by the pastor.

Some of Bruno's other memorable reports include an investigation into wrestling in Daytona Beach and his fashion industry-skewering trend reports from New York and Los Angeles Fashion Weeks.

According to the Hollywood Reporter, Borat producer Jay Roach will produce Bruno.