Sacha Baron Cohen, best known for playing the heavily-accented, strange reporter from Kazakhstan, Borat, is returning to the big screen with another one of his characters. This time, it’s Bruno, the gay Austrian fashion show presenter. Mr. Baron Cohen has been up to his old candid tricks, such as showing up, as Bruno, at a Proposition 8 rally and at the catwalk during an Ágatha Ruiz de la Prada fashion show in Milan.

According to the Risky Business Blog, the first footage of the film was screened at SXSW. The mockumentary is scheduled to be out on July 10 of this year. A lot of the early hype is saying that Bruno makes Borat look like child’s play; expect something even more obscene and wild than 2 naked men running through a hotel and wrestling in the upcoming film. Sacha Baron Cohen made a brief appearance, albeit on screen in a pre-taped segment, at the South by Southwest Film Festival in Austin, Texas, on Sunday night. Speaking in an exaggerated, upper-crust British accent, Baron was shown sitting in front of an editing bay as he welcomed the audience to view three scenes from Bruno.

The South by Southwest Festival is a great place for a person of sprawling interests, which I guess is what they decided to make Bruno’s first outing there. With separate streams of programming for interactive matters, film and, starting Wednesday, a tsunami of music seminars and gigs, you never run out of things to look at or hear.

Now if only would release some footage of Bruno at SXSW we could all enjoy it!

What do you think?