Fans are already queuing for a prime view of Alan Partridge's arrival for the world premiere of his new film, Alpha Papa, in Norwich.
The premiere is being screened at 1pm at Hollywood Cinema in Anglia Square, with Norfolk's most famous fictional radio DJ due to arrive for the screening at 12.15pm.
He will then fly down to London for the traditional Leicester Square red carpet screening this evening.
Posters of the film, barriers and Union Jack bunting are all on show as film crews set up for the day's festivities.
Anglia Square even looks to have been given a good clean ahead of the big day, with mopped floors and the smell of cleaning fluids adding some sparkle to the 1960s shopping centre.
The first man to join the queue was 38-year-old David Lawson, from Ipswich, who arrived at Anglia Square at 10pm last night.
He admits he may have been a bit overeager but the autograph-hunter was in the mood for another premiere, having been at Leicester Square this weekend for the premieres of big budget films The Lone Ranger, starring Jonny Depp, and Red 2, starring Bruce Willis.
He got the autograph of Die Hard star Willis but is now waiting for the big one, 'siege face' himself, Partridge.
'I've never met him before so it should be interesting,' said Mr Lawson. 'There's lots of things said about him so I want to see if they're true.
'I think Partridge programmes are good, I got into them because I like all his little catchphrases.'
The first to join him this morning, at 7am, were 19-year-old Georgie Munn, who is studying at the UEA, and her 17-year-old sister Lizzie, who had travelled up from their family home in Hertfordshire for the fun and games of the premiere.
Georgie said: 'We watched Partridge for years before I went off to uni. He's amazing, so quick-witted and funny.
'Since moving you come into the railway station or see the bus from Sprowston and think it's funny because of seeing it in the show.'
Roger Maybank, who lives nearby to Anglia Square, in Stacey Road, said he had really enjoyed the recent Alan Partridge series on Sky One.
Mr Maybank, 44, said: 'I used to work at a shop behind Anglia Square so used to walk through here every day so it's good to see the premiere here.
'When the campaign started I thought it was wonderful'
Alice Kox, 22, had come up from London for the premiere, having also followed the filming of the movie around Sheringham in February of this year.
Miss Kox said: 'I guess I'm a bit of an intruder, coming up from London, but I was up here for the filming in Sheringham so i kind of feel part of it now.
'Partridge is just so silly, I love the way he goes into such mundane details. I tried to explain it to my friend and I just had to say, you have to watch it to get it.'
- If you are not one of the lucky people to have tickets to today's premiere then keep an eye on www.edp24.co.uk and www.eveningnews24.co.uk where we will have a live blog running throughout the day.
Then see tomorrow's EDP and Evening News for reviews and reaction to the film's premiere.
Send your reviews of the film for inclusion in Thursday's papers to newsdesk@archant.co.uk and share your photos and videos from the premiere at www.iwitness24.co.uk
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