The trademark glasses and sorcerer capes were out as delirious Harry Potter fans turned out in droves to celebrate and bid farewell to their favourite boy wizard on Thursday.
In a lavish premiere, fans were treated to a magical evening ahead of the July 15 global release of Harry Potter and the Deathly Hallows Part 2 - the eighth and final movie adaptation in JK Rowling's bestselling series.
A road linking Trafalgar Square with cinema district Leicester Square was transformed into Diagon Alley - the ancient street invisible to humans. Fans made their way here from all over - the US, India, Europe and Mexico - and cheered the film's stars on the red carpet.
"I feel very emotional because I grew up with him," said Sanchita, a fan.
"Harry Potter has been a formative part of my adolescent years. We're bonded by love, and I'm saying goodbye to him."
The film's three main stars - Daniel Radcliffe (Harry), Emma Watson (Hermione Granger) and Rupert Grint (Ron Weasley) - have found it equally hard to say goodbye.
"We have spent 12 years together," said Radcliffe.
"I think the bond is unbreakable."
The series is an unmatched phenomenon in the entertainment world. The books have sold 450 million copies, been translated into 67 languages.
The Harry Potter brand, including franchises, is worth more than $15 billion.