‘Borat’ Actor Sues Massachusetts Marijuana Firm Over Billboard Image

“As there is an active case before the court, we have no further comment”

Comedian and actor Sacha Baron Cohen is suing Massachusetts marijuana cultivator and retailer Solar Therapeutics for at least $9 million over a billboard that used an image of his popular “Borat” movie character.

According to an image in a complaint filed Monday in the U.S. District Court for the District of Massachusetts, the billboard on an interstate highway showed Cohen – in character as the fictional Kazakh journalist Borat Sagdiyev – giving a thumbs-up hand gesture alongside the phrase “It’s Nice!” and Solar Therapeutics brandings.

copy of the complaint has been posted online by The Hollywood Reporter.

The complaint – which charges that “It’s Nice” refers to the Borat catchphrase “Nice!” – alleges that the billboard was “intentionally designed to capitalize on the goodwill, recognition, and fame associated with Mr. Baron Cohen and his Borat character.”

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