UNDER fire Manchester United star Rio Ferdinand failed to turn up to promote his own film at a glitzy premiere in Manchester last night - as football had to come first.

Reds star Rio has faced growing criticism over his lack of form this season, with fans accusing him of taking his eye off the ball with all his showbiz projects off the pitch, including co-producing and financing the new Britflick Dead Man Running with England team-mate Ashley Cole.

He was due to be star guest at the Manchester premiere at the AMC cinema last night but pulled out.

Organisers of the event said it had been a `last minute decision' and football `had to come first' - adding because the next United match is 48 hours away, at home to Blackburn on Saturday at 5.30pm, Rio could no longer attend.

Rio has been struggling for form for club and country, and has suffered a series of high profile errors in crunch matches - including being caught out by the speed of Fernando Torres who scored in Liverpool's 2-0 win over United on Sunday.

This has led to criticism his outside interests, including his online magazine, a record label and a new Italian restaurant in Manchester, are proving too much of a distraction.

The late withdrawal from Rio yesterday left promoters of the film red-faced, as they had told press Rio and a host of his United team-mates would be heading to the red carpet do.

The London-based film company had spared no expense organising the screening on Rio's home turf - including travel from the capital and booking out luxury suites at the five-star Lowry Hotel in Salford where Rio had been due to conduct a host of press interviews, including with the M.E.N., ahead of attending the premiere.

The film's producer Nicholas Fearion said: "Rio has been very suportive of this film release, and being a Manchester resident he understands how imperative the support of the northern community is to the success of the film. In fact he suggested a northern premiere.

"But unfortunately his football career is his priority and with a game less than 48 hours away I understand that his football comes first. We are all very appreciative of his support so far."

Rio last week travelled down to the glittering London premiere of the film with his glamorous wife Rebecca at his side.

A host of stars headed to that red carpet screening, including Spice Girl Melanie Brown and pop star Jamelia, as well as the film's stars Tamer Hassan and US rap star 50 Cent.

On that occasion, Rio defended himself against flak, insisting that though the film was important, football remains his priority.

A spokesman for Rio confirmed last night that he could not attend the Manchester premiere, saying: "The reason is it is 48 hours before the match on Saturday, whereas the London premiere was on Thursday last week and that was 72 hours before his next match."

However, it didn't stop Liverpool stars Ryan Babel and Philipp Degen attending the do, and City stars Micah Richards and Joleon Lescott were also there - but then they don't play until Sunday.

Rio teamed up with Chelsea star Cole to part-finance the gangster thriller, about an ex-convict who has 24 hours to pay back a villainous loan shark.

Scores of autograph hunters turned out to the Manchester premiere last night, hoping to catch Rio and his United team-mates.

Instead, they had to make do with a host of Hollyoaks stars, including Jennifer Metcalfe and Claire Cooper and glamour models including Louise Glover and Lauren Pope. 

16-year-old student Usman Ahmad, from Withington, was among the autograph hunters left disappointed.

He said: "What's the point of a premiere if the stars don't turn up?  I had hoped to see Danny Dyer and 50 Cent who are in the movie but they're not here."