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Cohen Debuts 'Bruno' Footage at South By Southwest

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Mar 17, 2009 | 5:52am EDT

Funnyman Sacha Baron Cohen wowed film fans at the South By Southwest festival in Austin, Texas, on Sunday by premiering scenes from his new comedy Bruno.

Much of the film was shot in Texas, so the Brit decided to honor the state with a first screening.

Less than 300 movie fans got a sneak peek at 22 minutes of the film.

Baron Cohen appeared on screen in between three scenes -- to introduce each segment.

The film, which is scheduled to hit theaters in July, is the follow-up to Cohen's cult hit Borat.

In the new film, he portrays an outrageous gay Austrian fashion correspondent hoping to make it big in Hollywood.

In the footage shown on Sunday night, the Cohen’s campy character tries to adopt a black baby and include it in an avant-garde performance art project. He also takes part in a Jerry Springer-style talk show as he searches for a mate, and attempts to reinvent himself as a heterosexual character named Straight Dave.

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