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The new not-safe-for-work trailer for Sacha Baron Cohen’s Bruno is here, and Bruno is a gay, Austrian television reporter who worms his way into fashion shows runways and middle america.

Universal Pictures and director Dan Mazer’s Bruno arrives in theaters on Friday, July 10. Sacha Baron Cohen is repped by Ariel Emanuel, Elyse Scherz and Adam Venit @ Endeavor.

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