Fictional DJ Alan Partridge told fans: "This film is my love letter to Norwich" as he premiered his new movie in his favourite city today.
The Steve Coogan comedy creation opted to hold the red carpet event in Norfolk following a Twitter campaign dubbed Anglia Square Not Leicester Square.
Speaking outside the Hollywood Cinema ahead of the Alpha Papa showing, he said he was proud of Norwich but his love for the city was not in "an Operation Yewtree way".
As he appeared in character in the city's unloved 1960s Anglia Square shopping precinct, he added: "The people have spoken in the biggest petition since the clinic started handing out johnnies to 13-year-olds.
"£4 million has gone on this film which could have gone to a brand new anti-natal unit or Help for Heroes but we spent it on this film."
Partridge added that he had chosen Norwich because he trusted Norfolk Police to protect him from a sniper while on the red carpet.
Partridge - who once said "Go to London, I guarantee you'll either be mugged or not appreciated" - will later fly by helicopter to the capital's Leicester Square for a second showing.