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Also making his feature film debut, director Mark Mylod expands on how the actual construction of the comedy was the key: “In comedy films, you get a joke going and roll with it. If you get a joke right and don’t flog it to death, you get an audience on a roll and you continue to build on that. That’s where film comedy works incredibly well.” This is not quite the same for TV, where Mylod was used to working in half hour slots. “With television you can hit viewers more consistently and not worry so much about pacing. Over 90 minutes you have to try and take the audience on this ride where you give them a laugh, then give them a break, then hit them with something from a different angle. So it’s important to get the structure right because no one can laugh for 90 minutes. People will say they laughed all the way through THE FAST SHOW but in film you have to give them breaks.”

Fresh from the success of British mockumentary THE OFFICE, Martin Freeman steps into the shoes of Ali G’s homie Ricky C. What was it like working with the main man? “One thing you have to remember about Sacha/Ali is that he ain’t right… he is ill,” quips Freeman pointing to his brain. “He could no more direct me to act than I could direct flight traffic. The man is a big lumbering fool.”

On the other hand, both Mazer and Mylod found the working relationship between themselves and Baron Cohen very constructive and creative. “Sacha and I have been doing Ali G from the very beginning,” explains Mazer. “We know how Ali would react in every situation because we’ve been through most situations with him and we know his character inside out. Mark has an amazing track record - he’s done some of the best comedy of the last ten years and it’s a good kind of reciprocal relationship because we’ve never done any real comedy drama before and he has that experience which is brilliant. He knows instinctively what’s funny and then we chip in with our kind of Ali-ish take on things.”

ALI G INDAHOUSE was shot almost entirely on location in and around London, Staines and Manchester with a week of interiors shot at Bray Studios in Berkshire. Mazer insisted that shooting on location was vital to maintain the film’s veracity. “It all comes back to the same thing, the reality. It relies on people believing that this person could actually exist, so when it came to choosing our locations we wanted to really reflect that world.” He adds, “he is a suburban homeboy so we had to go to the suburbs and recreate this genuine world of bleakness, almost boredom, that these people live and thrive in.”

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