Cohen: 'I will never play Borat again'

Sacha Baron Cohen has claimed that he will never play his characters Borat or Ali G on screen ever again because they have become too well known.

The comedian explained that it is now more difficult to trick people into appearing in sketches due to the characters' increased fame.

Cohen said: "It is like saying goodbye to a loved one. It is hard, and the problem with success, although it’s fantastic, is that every new person who sees the Borat movie is one less person I can ‘get’ again. But the success has been great, better than anything I dreamed of."

He added: "When I was being Ali G and Borat I was in character sometimes 14 hours a day, and I came to love them, so admitting I am never going to play them again is a sad thing.

"It’s much easier for me to be in character, and it’s a lot more fun. If I’d done the entire promotional campaign for Borat as myself, it wouldn’t have developed in the same way."

The star is now working on making a new movie based on his gay fashion reporter character Bruno.