A regional daily created a wraparound front and back page in the style of a film promotional poster to mark the world premiere of a new movie.
The Norwich Evening News rolled out the red carpet when the new Alan Partridge film, Alpha Papa, came to the city last week.
The cinematic exclusive was celebrated by the Archant Norfolk title after a local online campaign led to the first-ever showing of the movie about the fictional Norwich radio presenter being in Anglia Square in the city, rather than Leicester Square in London.
To mark the premiere, the first eight pages of the paper were devoted to the screening, including the wrap which was created by graphic journalist Annette Hudson.
The event even knocked the naming of the royal baby as Prince George of Cambridge back to page 17 of the paper.
In a leader column about the film premiere, the Evening News said: “The London event might have had more glitz and glamour but surely it could not compete with the passion and enthusiasm of the Norwich premiere where Alan was afforded a hero’s reception and miles of smiles for his very special homecoming.
“The Norwich world premiere started as a dream but ended up an international event after the internet campaign gathered more than 7,000 Facebook likes.”
Actor Steve Coogan, who was in character as Alan at the event, described the film as his “love letter” to the city.
He said he was “inundated with people demanding the premiere was in Norwich and had I not done it I think I would have been possibly lynched by a small group of people late one night and hung from a deciduous tree, of which there are many in Norwich.”