It is the role that's made him a global superstar but Chris Hemsworth admits he'd grown sick of playing cinema superhero Thor.

Hemsworth was the main attraction on the red carpet as the latest instalment of the franchise, Thor: Ragnarok, premiered in Australia on the Gold Coast on Friday.

The Byron Bay-based actor revealed a meeting with director Taika Waititi before the shoot led to a new direction for the Marvel superhero in the latest film.

"I certainly wanted to do something different with the character," Hemsworth said.

"I was kind of sick of what I was doing and sick of myself in the role.

"I met with Taika and he felt the same, he said 'yep, I'm sick of you too, so let's get rid of everything we know and recreate it'."

Known for his offbeat direction and humour, New Zealander Waititi ensured the shoot was one of the "best experiences" in Hemsworth's in his career.

The film had its world premiere earlier this week in Los Angeles and Waititi, in his first big-budget movie, said he was blown away by the response.

"I'm relieved that people love it," Waititi said.

"We had a great premiere in LA ... they laughed in the right places, were quiet in the right places, so for two years' of hard work, we did all right."

Friday's premiere was also a boon for the Gold Coast with hundreds of locals - many wielding Thor's trademark hammer - flocking to the red carpet to catch a glimpse of Hemsworth.

Thor: Ragnarok and the upcoming Aquaman are just the first of what the Queensland government hopes become regular Hollywood films shot on the Gold Coast.

"Ten years ago there was a whole lot of films like this being shot in Australia and that changed," he said.

"It was in London for a while, it was in Detroit, in Vancouver, it seems to be in Atlanta at the moment and I'm trying to bring it back here."

AAP