Sacha Baron Cohen hit headlines around the world as he premiered his new movie in a series of outrageous costumes in the role of his outlandish Austrian character Bruno.
And all the hype clearly worked a treat - the film entered the UK box office chart at number one, taking almost £5 million in its first weekend.
And as news of the film's success arrives, studio bosses are looking to boost audience figures even further.
From July 24 an alternative version of Bruno - currently an 18 certificate - will be shown in cinemas which is suitable for viewers aged 15 and over.
The new edition - just one minute and 55 seconds shorter than the original - sees the absence of sexual scenes involving Sacha Baron Cohen's gay fashionista character.