Sacha Baron Cohen Kills Borat

Sacha Baron Cohen is killing off Borat. The British comedian tells The Daily Telegraph that he's retiring the Kazakhstani journalist and his other alter ego, junglist-hip hop wannabe Ali G.

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"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 quite a sad thing," Baron Cohen was quoted by the British newspaper Friday.

"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 'get' with Borat again, so it's a kind of self-defeating form, really," he added.

The 26-year-old actor brought Borat Sagdiyev to the world last year with the hit movie, "Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan." The smash comedy had been a critical and commercial success in the United States despite an initial limited release. Prior to that, Baron Cohen starred as Ali G in the "Ali G Indahouse" film in 2002.

"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 (the 'Borat' movie) as myself it wouldn't have developed in the same way."