THERE are a few ways to promote your own movie.

Make an appearance at the premiere, do the rounds on the late-night talk show circuit, or even travel to different cities around the world to get the blogosphere buzzing about it.

Sacha Baron Cohen, like a good boy doing his Hollywood homework, did all that for his highly awaited mockumentary ?Brüno,? scheduled for release this July. Except he did it with some very prominent genitalia involved.

Vat vas that you said?

Ah yes, citizens of Kazakhstan, you can ?high fiveah? yourselves and rest easy for now and let the Austrians have it this time.

The British comedian, ace provocateur and maestro of political incorrectness is back as his alter ego, Brüno, the gay Austrian fashion reporter.

Grand entrance

With German techno-trance music throbbing outside Madrid?s historical bullring Plaza de Toros de Las Ventas, Baron Cohen made his grand entrance in a horse-drawn carriage escorted by two beefy matadors.

Oh, and he was decked out in a skintight bull costume, replete with, erm, a well-endowed kugelsack. No bull! Or rather, it was all bull.

?Vas up Madrid! Danke schön, Muchas gracias for coming today! You may find zis very hard to believe, but ich am dressed as a bull,? the seasoned prankster announced. ?My movie is going to be the most important movie featuring a gay Austrian since Terminator 2.?

The cheering crowd showered him with white flowers, and Brüno waved his hooves in appreciation.

?Ich am hoping that my movie undoes all the damage done by the movie ?My Name is Harvey Milk.? That movie sent the gay community?s cause back 20 years,? Brüno added, still in his heavily-inflected accent. ?Ich found Sean Penn?s performance to be an offensive stereotype of a gay man by an actor who?s not even gay!?

Remaining true to his alter ego all throughout, he invited all cute guys and matadors to party with him that night.

?Porfa, über cute, these guys are über cute! If any of the hot matadors out zer vant to chase me, I?m staying at ze Hilton Room 312.?

Now how?s that for promotion?

If anyone knows that scandal PR works, it?s Sacha Baron Cohen. This is the guy, after all, who staved off legal threats from the Kazakhstan government and who once offered a member of the British Parliament cannabis as his other alter ego Ali G, and is now facing the ire of the Gay Rights Group of America for allegedly promoting homophobia.

But he continues to ?push ze limits.?

Grabbing headlines

Before strutting around Madrid in hooves and horns, Brüno was in London posing and pouting as a Royal guard in tiny black leather hot pants?accompanied of course by a retinue of scantily-clad soldier boys.

Last May, he made headlines once again for dropping in?literally?on Eminem at the MTV Awards. Suspended in mid-air while dressed as an angel in oversized wings, Brüno?or rather, Brüno?s waxed buttocks?landed smackdab on Eminem?s face, leaving the rapper cursing and storming out of the audience.

Was Emimem was still angry about the incident? I asked him. ?Eminem pretended to be very angry,? Bruno replied.

?He behaved as if he?s never had a grown man?s testicles in his face. What, he?s the only rapper who?s never 69?d a guy? All I can say is that when I had my head near his kugelsack?in his ?cojones??I suddenly realized vhy he was called ?Slim Shady.? It was pushing me right in ze cheek, und vhile I vas down zer, slim was getting a little fat.?

Let the lavatorial onslaught begin.

?Mañana, coreré con los toros, un aviso por favor! That?s all the Spanish I know,? concluded in the gay Austrian fashion maven. ?Thank you for coming Madrid, ich been Bruno, ich been pushing ze limits!?