Cinemagoers watching a late night New York screening of outrageous new comedy Bruno got more than they bargained for - when the character's mastermind Sacha Baron Cohen gatecrashed the movie.
Film fans were stunned as Cohen, in the role of his gay Austrian fashionista creation, stormed into Times Square's AMC Empire cinema dressed in a silver uniform and revealing red thong.
Running down the aisles, Cohen high-fived revellers and knocked glasses off people's faces before jumping on to a podium and treating the audience to an x-rated pole dance.
And in true Bruno form, Cohen didn't hold back with his comments.
According to New York Gossip Column Page Six, Cohen shouted, "Let's hope that this film realises its full global potential! Let's hope it doesn't have like a really promising start and then peter out like swine flu did! Let's hope that, like herpes, this film continues to infect all of you."
And Cohen couldn't help but try and offend the ticket-holders who had turned out to watch his latest cringe-inducing movie.
He added, "It's like a Benetton ad in here. New York City, the cultural melting pot. You've even got black guys here. I'm a chocoholic."