Everyone I know is bonkers for Borat. I think Sasha Baron Cohen has gotten together a good character and heightened it to the point of funny (and sometimes past that to the point of uncomfortability) and people like it if they are within the male 15-35 demographic. Most women aren’t into Borat. Most likley because of the way the show and movie treats women. They’re always in a derogatory light. Now he thinks that’s funy because its a backward way of Kazakstan but sometimes its just a little painful to watch.
I do think that the marketing has been handled well for the movie. Everythign from the graffiti style posters to the talk show appearances in character and viral video on the web has been right on. I think it will do well because its so out there and cuts through the clutter of ambiguous movies out there today.