Tuesday we brought you the news that Borat creator Sacha Baron Cohen is already planning a new movie based on a character other his Kazakhstan avatar. At the time word was that he was keeping the character under wraps in order to make it easier for him to spring it on the public. Cohen's cloud of secrecy lasted all of two days.

Today The Hollywood Reporter says the cat is out of the bag and the new movie will be called Bruno, obviously based on the third of the three characters Sacha used on his popular HBO series 'Da Ali G Show'. I guess that makes sense. He's already made a really bad movie with Ali, Borat is on his way to theaters, that only leaves Bruno. I was just hoping Cohen might come up with something new, particularly since Bruno isn't very good.

Bruno is a gay fashionista from Austria who travels the country flaunting his homosexuality and making homophobic middle-Americans incredibly uncomfortable by showing up at places like gun shows. Bruno is neither as subtle or clever as Borat, and though word is that Bruno will be shot in a style similar to Borat it's hard to believe it'll be even half as funny. His very limited appearances on Da Ali G show were more than enough, Bruno was always the part of the show you had to sit through while waiting to get to the next reporter from Borat or the latest interview from Ali G. He doesn't deserve a movie.