Steve Coogan headed to the English city of Norwich on Wednesday (24Jul13) to premiere his new movie Alan Partridge: Alpha Papa in the region where the comedy is set. The funnyman has brought his beloved creation out of retirement for the new film and he agreed to host the world premiere in Norwich following a campaign from locals, who wanted the screening to be held in the city's rundown Anglia Square instead of London's glittering Leicester Square. Coogan was greeted by crowds of cheering fans on the red carpet outside the budget Hollywood cinema before boarding a helicopter back to London for the film's swanky premiere in the U.K. capital later in the evening. Speaking in character as Partridge before his trip to Norwich, Coogan joked that he asked the midwives of St Mary's Hospital in London to "put gentle but respectful pressure" on Catherine, Duchess of Cambridge to give birth before the premiere to avoid overshadowing his big day. The royal baby was born on Monday (22Jul13). Alan Partridge: Alpha Papa hits cinemas in the U.K. on 7 August (13).