After a social media campaign to set the film's producers thinking, he world premiere of Alan Partridge: Alpha Papa will now in fact take place in Norwich's Anglia Square on July 24. The movie stars Colm Meaney and Steve Coogan and is directed by Declan Lowney.

The Norwich event will take place at lunchtime, so as not to unduly challenge a red carpet event in London's Leicester Square that evening. Steve Coogan will travel between the two by helicopter.

"You can imagine how hurt and litigious I felt when people said I was planning to debut my movie in London instead of Norwich, or that I'd allowed my head to be turned by the prospect of big city fame, " Partridge has commented. "Any suggestion I've hastily cobbled together the lunchtime Norwich screening in response to a local Twitter campaign will be met with the full force of the law."