Sacha Baron Cohen once again proves himself a master of physical comedy, no two ways about it. But what Bruno utterly lacks in its cheap mincing about and petty entrapments is the sheer charisma and heart of Borat, a character you loved despite his awkwardness. Bruno doesn't tell us anything about homophobes or Hollywood that we didn't already know, and the final scene reeks of celebrities desperate to be in on a one-note joke. Disappointing.