The premiere of Alpha Papa at Anglia Square looks set to lift the spirits of people who work and regularly visit the shopping centre.
Built in the late 1960s and the victim of a long-running failure for multi-million-pound developments to materialise, Anglia Square does not always attract positive headlines.
But the film's premiere at Hollywood Cinema gave the Anglia Square community the opportunity to show off the area's better attributes.
Epic Studios, based in nearby Magdalen Street, help a Partridge party for people attending the premiere to enjoy, which continued in the centre of Anglia Square through until 6pm.
The shopping centre's PACT animal rescue centre charity shop had a stall outside its shop to get into the spirit of the celebrations.
Louise Hoy, one of the store's volunteers, said: 'It's been great for Anglia Square because it has attracted more people here and I think it has lifted everyone's spirits.
'Anglia Square has got a bit of a reputation but it's really good that the owners of Anglia Square have made an effort and sorted the place out for today.'
The Epic stage featured live music and fun Partridge-themed competitions, including the 'smell my cheese' stand and a 'Dan'' shouting competition.
James Foster, business development manager at Epic Studios, said: 'This is all part of celebrating Magdalen Street and Norwich and Norfolk.
'There have been all sorts of people taking part and doing things. It's all just a good bit of fun but it's also a fantastic chance to showcase this part of the city.'
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