Universal is betting big on Sacha Baron Cohen. Having reportedly beat four rivals including Borat distributor 20th Century Fox the studio plunked down a whopping $42.5 million for the worldwide rights to the British comic's currently untitled next film. (The price tag is said to include $20--25 million to make the movie and 15 percent of the profits for the creative team.) The surefire raunchfest and we wouldn't have it any other way will likely center on Baron Cohen's gay fashion reporter Brüno, the third and only remaining character from Da Ali G Show yet to hit the big screen (2002's Ali G Indahouse went straight to DVD in the U.S.). The film, scheduled for a 2008 release, seems risky, given the industry-wide uncertainty over just how well the $15-20 million-budgeted Borat will do at the box office. But if the caliber of Universal's competition is any indication DreamWorks, Sony Pictures, and Warner Bros. were all reportedly in the running the studio may have the last laugh.