The sad fact of Borat is that after the movie opens, this is it for him. Every commercial that airs, every movie poster in the lobby of a theater makes it that much harder for him to fool people with the character. The world is getting wise to him, making it impossible for Borat to go out in public and fool people into thinking he's the real deal.

So what's left for Sacha Baron Cohen? Variety says he's already working on another character. He'll spend next summer shooting a brand new reality-based film with Jay Roach using his new creation. The character is of course, a secret. If word gets out, it'll be little better than Borat. Cohen needs genuine reactions from the random public for his comedy to work.

What we do know is that the plan is to replicate the same style used by the Larry Charles directed Borat movie, shooting guerilla style, ambushing unsuspecting people with the Cohen in costume and an iron clad release.