21-12-2007This Month 21st Dec 15:00
Sacha Baron Cohen is mourning the death of his alter-ego Borat after deciding to kill him off.
The actor has decided he can no longer reprise his popular characters - gangster-rapper Ali G and anti-Semitic homophobic reporter Borat - as they have become too famous.
He said: "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. It's 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 kind of self-defeating form really.
"It's upsetting, but the success has been great and better than anything I could have dreamed of."
Cohen also revealed he prefers hiding behind his characters as it's more "fun".
The star - who is often interviewed in character - added to Britain's Daily Telegraph newspaper: "It's much easier for me to be in character, and it's a lot more fun.
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