Sacha Baron Cohen is transforming into a Eurovision singer for his next movie after retiring hit comic creations Borat and BRUNO.
The funnyman was set to compete as his Austrian fashionista Bruno in a mockumentary about the Eurovision Song Contest - but has decided to put his old alter-egos to rest.
Cohen and his writing partner Dan Mazer have now dreamed up a new character - a wannabe pop star desperate to win the annual European singing competition.
A source tells Britain's The Sun, "He and Dan thought it better for Sacha to dream up another character - and the scope for an oddball creation is huge."
The as-yet-untitled comedy has been approved by Hollywood studio bosses at Working Title and is expected for release in 2011.