Borat's creator, Sacha Baron Cohen, has reportedly signed a £22m deal for a follow-up movie featuring another Cohen alter ego, Bruno, the gay Austrian fashion reporter.

Universal Pictures won an intense bidding war for the project, according to the Hollywood Reporter.

The quoted price apparently includes the production budget. DreamWorks, Sony Pictures, 20th Century Fox and Warner Bros were also said to have been clamouring to make the movie, having been inspired by the vast amount of publicity the Borat film has received in the US before it has even opened.