The Daily Beast takes a closer look at the publicity for the new Sacha Baron Cohen movie, The Dictator, which, like the PR for his previous films, is being handled by the main character.

Admiral General Shabazz Aladeen has made a red carpet appearance at the Oscars, where he spilled Kim Jong-Il’s ashes on Ryan Seacreast; inspected Jon Stewart’s crotch on The Daily Show; and told Matt Lauer he knew about his affair with Ann Curry during a TODAY show interview. He’ll also be making a Cannes Film Festival appearance.

The Daily Beast ponders whether it’s too much of a gimmicky thing. Some say yes, Cohen should just appear as himself and really shock us. Others say it’s shrewd. We agree with the latter.

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