Is it still over a week until Bruno is unleashed on the public and into cinemas, and does anyone really care beyond Universal’s publicity department? The movie seems secondary to Sacha Baron Cohen’s outrageous and elaborately staged appearances at premiers around the world.

Not having seen the movie, I can’t comment on what happens in it. I don’t, however, buy the angle that the motive for making the film was to shine a light on homophobia and some people’s ignorance and limited view of gay people, because surely that’s a requirement to enjoy this movie and the audience Baron Cohen is aiming for?

Personally I think the comedian is a three-trick pony with a strong business head on and keen to milk his limited creations for all their worth. If you go and drop a hyper-exaggerated stereotype, an extreme cartoon creation, into real life situations, then of course people are going to react strongly and, sometimes, negatively.

Anyway, check out the trailer – it is quite funny!