Alan Partridge: Alpha Papa could very well turn out to be the only comedy coming out this year that people need to worry about when it arrives in cinema later this year. Anticipation surrounding Steve Coogan's first big screen take on his classic comedy character is already at fever pitch, and with the announcement that the premiere will be held in the fictional character's hometown of Norwich, people are even more excited (especially people in Norwich).

Steve Coogan
They should have called it 'Colossal Velocity'

See all out behind the scenes pictures from Alpha Papa

Norwich-based fans Rob Wilkes and Rafiq Turnbull had started the campaigned for the local premiere earlier this year, whipping up support with the slogan 'Anglia Square, not Leicester Square.' The campaign proved to be a massive success and through overwhelming pressure studio execs. at Studio Canal decided to green light the Norwich premiere, with Coogan (possibly in character) and the rest of the Partridge crew all expected to attend. If that wasn't enough, there is even word that the actor will arrive to the premiere in true, failing to be cool style by being flown in via helicopter.

Watch the brilliant teaser trailer for Alpha Papa

In a statement released on Twitter, Partridge 'said': "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. "Any suggestions 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."

Trevor Wicks, owner of Hollywood Cinema in Anglia Square - where the premiere will be held - said: "It's definitely the biggest event at the Hollywood and probably the biggest event there's ever been in the city for many years. We hope Steve Coogan and the other stars of the film will be there. We're just waiting for the finer details."

Alan Partridge: Alpha Papa will arrive in cinemas August 7.

Alan Partridge
Or perhaps 'Chap of Steel'