Cromer is famously known for its pier, crabs and spectacular coastal views.
And now it is set for TV limelight as BBC crews have started filming there for a new series of its hit crime drama, Strike - The Running Grave.
It will be the seventh series based on the novels written by J.K. Rowling - under the pseudonym Robert Galbraith - that tells the story of Cormoran Strike and Robin Ellacot as they solve dark, criminal cases.
The new one follows the detectives as they are hired by a family to investigate a religious cult that has taken their son.
Actors and crews were spotted on Cromer beach by the pier on Wednesday (January 7), and were said to have been filming a flashback scene.
Actress Tiggy Bayley was seen running across the beach in a long-sleeve t-shirt, braving the freezing temperatures before being bundled in coats in between takes.
Eloise Newman, who was walking her dog Darwin by the seafront, said: "It is quite cool."
Producer, Alex Rendell, talked about what filming in Norfolk has been like describing it as "fantastic".
He added: "We have been battling snow which I don’t think is that common in Cromer.
"We are lucky we had a bit of flexibility so we have been able to dodge the weather."
He said that they have been filming scenes in the Hotel de Paris in Cromer and at Weybourne cliffs over the past couple of days.
Sean Garrett, who is general manager of Cromer Pier, said: "Anything around Cromer Pier, especially on national TV, is good for us."
He said that the film crew had requested them to put the pier's Christmas lights back on.
"We have had a quite few different filming events near the pier but nothing as good as this one," he added.
The crews are set to stay in the area until Monday (January 12), before heading to film in Norwich.
The original book features several locations in Norfolk, including Aylmerton, Cromer, Garveston and the city.
Tom Burke, who plays Cormoran Strike, and Holliday Grainger, as Robin Ellacott, are also returning for the new instalment.
