Alan Partridge on his return to Norwich: "It feels like sitting in a warm bath whilst having a cup of cocoa... it feels good."

Now the name Alan Partridge. To some the fictional radio and TV presenter's association with the East is a source of embarrassment and not to be encouraged.

To others, including Alan himself, he has helped put Norwich on the map especially after today when the world premiere of his new movie, Alpha Papa, with scenes shot in Norfolk, was launched in Norwich rather than the bright lights of London.

Click above to see ITV News Anglia's Jonathan Wills report on Alpha Papa

Advertisement

Alpha Papa world premiere

On Wednesday July 24th, Norwich and London will co-host the premiere of the Alan Partridge film 'Alpha Papa', with a lunchtime screening at Norwich's Anglia Square followed later by a red carpet event at London's Leicester Square.