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Shooting is apparently underway on "Bruno," the film version of comedian Sacha Baron Cohen's third most famous character creation after Borat and Ali G.

Defamer reports that Cohen, dressed in full Bruno regalia (minus the mohawk), showed up at the Foreign Trade Association luncheon at the Omni Hotel in downtown Los Angeles yesterday.

When Borat became a huge hit, Universal offered Sacha Baron Cohen $42 million to make a follow-up based on one of his third most popular character. Well production has apparently begin as Bruno showed up at the Foreign Trade Association luncheon at the Omni Hotel in downtown Los Angeles yesterday. According to a spy, Cohen's character was sans mohawk.

A scooper described his look: "He's dressed in leather pants, black vest and a black t-shirt. The hair is kinduva flock of seagulls/sad boy from the cure look - rusty brown hair mopped over to one side and the tips are a frosty blonde."

Hoping to avoid the lawsuits that came with "Borat," signs were posted that a documentary was in the process of filming, whilst some "were offered $20 to sign a release and be interviewed for a documentary about American culture and world trade."