It's unlikely The Dictator will overtake The Avengers' box-office figures, but Sasha Baron Cohen is using all the marketing tricks in the book to punt his latest film.

Although the movie is due for release in South Africa only on July 13 , the 40-year-old has already hit the promotional trail.

Forget his stunt at the Oscars earlier this year, when he pitched up in a military outfit and "accidentally" scattered pancake mix - or the "ashes" of the late North Korean despot Kim Jong-Il - on TV presenter Ryan Seacrest.

The Washington Post reported yesterday that the comedian this week had faux invitations to the premiere of the movie sent to the media.

The invitation reads: "President Robert Mugabe and the ministry of education, sports, arts and culture invite you to the premiere of The Dictator."

The invitation, with the Zimbabwean flag above the text, says the screening is to take place at Mugabe's presidential residence on Saturday.

Emily Heil, a Washington Post reporter, called the phone number on the invitation, only to get through to the Zimbabwean arts ministry.

"Surprisingly", the ministry's staff knew nothing about the film premiere.

Prospective guests were directed to the "southeast entrance" of Mugabe's residence, which made it look like a "bona fide event", the newspaper said.

A staff member at the Zimbabwean embassy in Washington was quoted as saying: "We know nothing of this event."

The Zimbabwean embassy in Pretoria was not available for The Times to test the prank on.

Cohen plays autocrat General Aladeen, who risks his life to ensure that his [African] country, Wadiya, never sees democracy.

It features the sexy Megan Fox, Anna Faris, Sir Ben Kingsley and John Reilly.

Cohen's previous movies, Bruno (2009), made around $138-million worldwide, while Borat grossed $261-million. In South Africa, Bruno made R3.2-million, with Boratreeling in more than R6-million.