The face of Alan Partridge has been illuminated in Christmas lights in his home town of Norwich.
A 30 ft version of the character's face is serving as the centre piece of Norwich city centre's Christmas decorations this year.
The huge model has a moving mouth, and lightening engineers have programmed it to sing along to the 80s hit Cuddly Toy by Roachford, to which Steve Coogan mimed in his film, Alan Partridge: Alpha Papa.
Partridge's pal Michael (played by actor Simon Greenall) read out a note to visitors at the switch-on, which said:
"Dear people of Norwich, and to a lesser extent anyone here from Suffolk - welcome! I'm genuinely heart-broken not to be there with you, but it's quiz night at the Rose & Crown and I'm the designated driver.
"The electricity used to power the illuminations is enough to run a trouser press for over 25 years. Instead, it's powering an LED effigy of my face and body, lighting up the Christmas night just as the Archangel Gabriel did over two thousand years ago.
"I hope you have a wonderful festive season. A-ha."
The executive producer of new film Alan Partridge: Alpha Papa has told ITV News that the radio DJ, played by Steve Coogan, has "kept true to his roots" in the movie.
Armando Iannucci said the Norwich-based presenter is in a "happy place" in the comedy spin-off.
He said: "We've kept Alan true to his roots. We've set it in Norwich rather than Hollywood or space, although what happens to him (a siege in the film) is a big event."
The film hits cinemas on August 7th.
Fictional DJ Alan Partridge will attempt to put Norwich "on the map" as he premieres his new film in the city today.
Comedian Steve Coogan will appear in character at the red carpet event to launch his new film Alpha Papa.
The decision to hold the premiere in Norfolk followed a Twitter campaign dubbed 'Anglia Square Not Leicester Square.'
Afterwards, Partridge will be flown by helicopter to London for a second showing at Leicester Square.
The movie Alan Partridge: Alpha Papa will have its world premiere in Norwich's Anglia Square.
Partridge said in a statement that the decision had nothing to do with a local Twitter campaign.
He wrote: "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 fame.
"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".
The trailer for the new Alan Partridge film has been released, revealing the title of the big screen debut for Steve Coogan's long-running Norwich radio DJ to be Alpha Papa.
The one minute and 46 second promo sees Partridge workshopping the potential titles for his adventure "in a siege at a radio station". The film will be released on August 7.
Filming has begun on an Alan Partridge movie scheduled for a summer 2013 cinema release.
The mayor of Sheringham, Norfolk, confirmed that the seaside town would be the setting for a number of scenes in the film.
Directed by Declan Lowney, also responsible for Alan Partridge On Open Books and Father Ted, the movie is a joint production by BBC Films, BFI Film Fund and StudioCanal.
Studio Canal has announced that it has acquired the rights to the Alan Partridge Movie, which is set to begin filming in January 2013.
The film is scheduled to hit British cinemas in August 2013.
“I’m simultaneously gladdened and pleased to see a British film being co-funded by the French dudes at STUDIOCANAL," said Mr Partridge himself.
"This is without doubt the greatest Anglo-French co-operation since the Normandy landings."
Steve Coogan, who plays Alan, and recently-honoured Armando Iannucci OBE are among the film's writers.
A one-hour Alan Partridge TV special aired on Sky Atlantic last night.
Alan Partridge is to give fans a glimpse into his native Norfolk after comic Steve Coogan signed a new deal to bring the character back to TV.
He will appear in a pair of specials for Sky Atlantic and the channel will also show a revamped version of his online series Mid Morning Matters. Partridge previously appeared in a number of BBC shows, beginning life on radio and moving to the screen for series such as Knowing Me Knowing You.
The deal with Coogan's Baby Cow Productions includes the one-hour special Alan Partridge: Welcome To The Places Of My Life, in which he looks at the formative locations of East Anglia.