Viewers of This Morning have hit out at Alison Hammond following her Valentine’s-themed chat with Hollywood star Chris Hemsworth, with many labelling the segment a “cringe-fest.”

The 51-year-old presenter, who has become known for her celebrity interviews since joining the ITV programme in 2021, faced criticism from audiences who felt her conduct overshadowed the conversation about the actor’s new film.

Social media users were quick to express their annoyance, with some describing Ms Hammond as “awful” and accusing her of making the interview more about herself than her guest.

The former Big Brother contestant has previously won praise for her encounters with A-list names including Dwayne Johnson, Ryan Gosling and Britney Spears, but this particular exchange with the 42-year-old Australian actor struck a different chord with Friday’s audience.

The interview took place in a cinema setting designed to evoke a romantic Valentine’s date atmosphere, complete with champagne and cupcakes.

Ms Hammond asked Mr Hemsworth to explain why viewers should opt for his latest thriller Crime 101 on the eve of Valentine’s Day.

The actor, who appears alongside Barry Keoghan and Halle Berry in the film about a multimillion dollar heist, responded: “Once the momentum kicks from the beginning, you are on the edge of your seat and holding on to your partner. I think that’d be the safest place to do it.”

He added: “Where else would you want to be big dark room with a bunch of strangers and your loved one?”

Alison Hammond prompted criticism on X

 | ITV

Ms Hammond then interjected with a flirtatious remark: “Oh, well, I’m quite enjoying this dark room with you, to be fair!”

The segment prompted a wave of negative reactions on X, formerly Twitter, with viewers taking particular issue with Ms Hammond’s volume and demeanour.

One user wrote: “Hammond interviews Cringe fest you seen one you seen them all me me me me bab babes howling.”

Another posted: “Awful woman. Screaming in his face #ThisMorning.”

Some ITV viewers applauded Alison Hammond’s This Morning interview with Chris Hemsworth

 | ITV

A third viewer commented: “Imagine her laughing like that in your face #thismorning.”

Further criticism suggested the presenter was drowning out her guest, with one person noting: “Alison just wants to shout. She phases out so fast.”

Others expressed sympathy for Hemsworth, with one writing simply: “Cringe interview. Poor Chris! #ThisMorning.”

Another viewer remarked on the promotional nature of such appearances: “#thismorning the things they have to do to promote their movies.”

However, others continued to enjoy the presenter’s jokes, with one writing: “#ThisMorning Love Alison.”

Some viewers complained about Alison Hammond’s interview

| X

Another penned: “We love Alison bc she just be saying anything, yes authenticity!” (sic)

During the interview, Mr Hemsworth made reference to Hammond’s previous romantic-themed encounter with fellow Australian star Hugh Jackman, 57.

The Thor actor joked that he felt compelled to outdo his compatriot’s efforts, explaining: “You know, as an Australian man, I saw the interaction, or date, if you can call it, that you had with Hugh Jackman, and I was pretty disappointed you brought the flowers and the cake and the champagne and everything.”

He continued: “That’s not how Australian men roll. So this time I wanted to do it and show you how it’s supposed to be done. Show him how it’s supposed to be done!”

Mr Jackman’s name surfaced once more at the close of the segment, when Ms Hammond made an eyebrow-raising quip suggesting the Wolverine star was “very big down under,” prompting an awkward laugh from Mr Hemsworth.