Steve Coogan is shortly to appear on the big screen in the role of Paul Raymond, landlord supreme of London's Soho district, magazine publisher and all-round entrepeneur?

steve coogan
Steve Coogan in character as Paul Raymond for 'The Look of Love'

But what attracted him to the role of the porn baron sans pareil? Well, at least he's honest...

WATCH him digging deep for an explanation above.

In pictures: Coogan and other stars at London's premiere of 'The Look of Love'...

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  • "The Look Of Love" Premiere - London

    Anna Friel, Steve Coogan, Tamsin Egerton and Chris Addison arriving for the UK premiere of The Look of Love at the Curzon Soho, London

  • "The Look Of Love" Premiere - London

    Steve Coogan arriving for the UK premiere of The Look of Love at the Curzon Soho, London

  • "The Look Of Love" Premiere - London

    Anna Friel, Steve Coogan and Tamsin Egerton arriving for the UK premiere of The Look of Love at the Curzon Soho, London

  • "The Look Of Love" Premiere - London

    Anna Friel, Steve Coogan and Tamsin Egerton arriving for the UK premiere of The Look of Love at the Curzon Soho, London

  • UK Comedy Awards - London

    Steve Coogan arriving for the UK Comedy Awards, at Fountain Studios in Wembley, north London.

  • Anna Friel, Steve Coogan, Tamsin Egerton

    British actors, from left to right, Anna Friel, Steve Cooga and Tamsin Egerton, arrive for the UK Premiere of The Look Of Love at a central London cinema, Monday, April 15, 2013. (Photo by Joel Ryan/Invision/AP) London

  • Anna Friel, Steve Coogan, Tamsin Egerton

    British actors, from left to right, Anna Friel, Steve Cooga and Tamsin Egerton, arrive for the UK Premiere of The Look Of Love at a central London cinema, Monday, April 15, 2013. (Photo by Joel Ryan/Invision/AP) London

  • Steve Coogan

    Steve Coogan at the UK premiere of The Look of Love at the Curzon Soho in London on Monday, April 15, 2013. (Photo by Jon Furniss/Invision/AP)

  • The Look Of Love - UK Premiere

    LONDON, UNITED KINGDOM - APRIL 15: Anna Friel, Steve Coogan and Tamsin Egerton attend 'The Look Of Love' UK premiere at Curzon Soho on April 15, 2013 in London, England. (Photo by Eamonn M. McCormack/Getty Images)

  • The Look Of Love - UK Premiere

    LONDON, UNITED KINGDOM - APRIL 15: Anna Friel, Steve Coogan and Tamsin Egerton attend 'The Look Of Love' UK premiere at Curzon Soho on April 15, 2013 in London, England. (Photo by Eamonn M. McCormack/Getty Images)

  • The Look Of Love - UK Premiere

    LONDON, UNITED KINGDOM - APRIL 15: Anna Friel, Steve Coogan and Tamsin Egerton attend 'The Look Of Love' UK premiere at Curzon Soho on April 15, 2013 in London, England. (Photo by Eamonn M. McCormack/Getty Images)

  • The Look Of Love - UK Premiere

    LONDON, UNITED KINGDOM - APRIL 15: Steve Coogan attends 'The Look Of Love' UK premiere at Curzon Soho on April 15, 2013 in London, England. (Photo by Eamonn M. McCormack/Getty Images)

  • The Look Of Love - UK Premiere

    LONDON, UNITED KINGDOM - APRIL 15: Anna Friel, Steve Coogan and Tamsin Egerton attend 'The Look Of Love' UK premiere at Curzon Soho on April 15, 2013 in London, England. (Photo by Eamonn M. McCormack/Getty Images)

  • The Look Of Love - UK Premiere

    LONDON, UNITED KINGDOM - APRIL 15: Anna Friel, Steve Coogan and Tamsin Egerton attend 'The Look Of Love' UK premiere at Curzon Soho on April 15, 2013 in London, England. (Photo by Eamonn M. McCormack/Getty Images)

  • The Look Of Love - UK Premiere

    LONDON, UNITED KINGDOM - APRIL 15: Steve Coogan attends 'The Look Of Love' UK premiere at Curzon Soho on April 15, 2013 in London, England. (Photo by Eamonn M. McCormack/Getty Images)

  • The Look Of Love - UK Premiere

    LONDON, UNITED KINGDOM - APRIL 15: Anna Friel, Steve Coogan and Tamsin Egerton attend 'The Look Of Love' UK premiere at Curzon Soho on April 15, 2013 in London, England. (Photo by Eamonn M. McCormack/Getty Images)