Well, the reviews are in and Sacha Baron Cohen has got off very lightly. I think some of this is down to an ‘emperor’s new clothes’ thing going on with critics, worried people will think that they ‘don’t get it’ unless they found the movie hilariously funny. So all these reviewers keep going on about how the film ‘tackles homophobia head on’, but fail to explain how, exactly.

Is Sacha Baron Cohen really so concerned about smashing gay prejudice, or more interested in beating Borat’s opening box office? And in aiming for an even bigger smash, surely a lot of the jokes are intended for an audience that treats being gay as a punchline. Mind you, is Brüno any worse for lazy gay caricatures than Another Gay Movie?

One thing’s for sure: the person who’ll be left laughing longest is Baron Cohen, all the way to the bank.