Cromer Pier was sealed off and surrounded by police cars and ambulances today - as a movie crew braved the icy cold weather to start filming an Alan Partridge story for the big screen.
The love-him-or-loathe-him fictional radio and TV presenter is at the centre of car chase and gunshot action in the movie which is being partly filmed in Cromer and Sheringham this week.
Today the pier, parts of the promenade and some town centre streets around the Hotel de Paris were blocked off to clear the way for the crew and actors.
Outside the hotel a Radio Norwich van was flanked by emergency vehicles - all part of the props for the comedy epic.
This morning not much appeared to be happening, but one of the pier's shelters had been surrounded by curtains and had the words 'Cromer Pier Shooting Gallery' added to the top.
Apart from the crew, huddled up in warm clothes against the biting wind and flecks of snow driving in from the north Sea, there were few other people around to see the action, other than a handful of hardy dog walkers taking diversions from their usual routes.
Producer Kevin Loader has said outdoor scenes for the film - starring Steve Coogan, would be shot around Norwich Market Place as well as Sheringham and Cromer - and there is a scene where Partridge is chased form Norwich to Cromer by police cars. Other scenes will be shot around the M25 near London.
Cromer Pier is shut until Tuesday and the filming moves to Sheringham town centre on Wednesday when Station Approach will be closed to traffic from noon to 5pm. The movie is likely to be released in August.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here