A group campaigning for positive gay representation have asked the makers of Bruno, Sacha Baron Cohen’s latest film, to include a pro-gay message to the end of the film.

However, studio bosses have decided against adding the the message.

Gay rights media group Gay and Lesbian Alliance Against Defamation (GLAAD) said the film uses every negative gay stereotype in the portrayal of Austrian TV star Bruno and that the producers should make amends by including the positive message.

Glaad spokesman Rashad Robinson told Eonline: “We have very mixed emotions about the movie. Those of us who saw the film agreed that you can’t critique it as a single film because it’s more like 90 minutes of individual sketches. Some are funny and hit their mark but others hit the gay community instead”.

She added: “This movie does not unmask stereotypes… As someone who sat at the back of a focus group audience… I felt they were laughing at us at times.”

A statement from Universal said: “Bruno uses provocative comedy to powerfully shed light on the absurdity of many kinds of intolerance and ignorance, including homophobia.”

It has been reported that several scenes deemed to offensive to gays had to be cut from the movie. Insiders said “significant reshoots” were necessary to avoid causing uproar.

Studio bosses have not commented on the reports. In a statement the studio said the “overwhelming majority of the audience” would understand that the comedy was designed to lampoon homophobia, rather than encourage it.

Baron Cohen took aim at a number of celebrities during the premiere of Bruno on Wednesday, including himself: “Who is this Sacha Ben Coren? That guy is clearly gay. His wife probably gets less sex than Katie Holmes.”

He also described Prince Harry as “a total slut”.