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 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".
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.