Norwich would not be denied. After a social media campaign to attract the attention of the film's producers, it has been announced that the world premiere of Alan Partridge: Alpha Papa will take place in the Norfolk city's Anglia Square on 24 July.

However, the Norwich event will be at lunchtime, so as not to derail the already planned red carpet event in London's Leicester Square that same evening. Star Steve Coogan will travel between the two by helicopter, according to organisers.

The news was relayed on Twitter via the account of the film's co-writer and joint executive producer Armando Iannucci, who had suggested that producers were not averse to the idea when he tweeted "The Norfolk Spring gathers momentum in Norwich" when the campaign was officially launched.

The film's backers have also released a statement containing a comment from Partridge. "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 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: Alpha Papa is due to go on general release in the UK on 7 August.