The Broadchurch effect is blurring fact with fiction in West Bay as locals and visitors struggle to figure out whodunnit and where-are-we?

This week the top-rating ITV drama which has put West Dorset on the TV map, prompted a tongue-in-cheek poster campaign as shops and business took on board the enormous interest prompted by the nail-biting series and the confusion between TV and reality.

Posters appeared around the Bay claiming “Jack Marshall is innocent” in answer to the fictional hounding of the Broadchurch newsagent, played by David Bradley.

But following Monday night's gripping episode which ended with the unexplained death of the character, found lying on the east beach, yesterday morning the posters had become “RIP Jack Marshall”.

And betting was suspended for a time yesterday after the odds-on favourite character to have killed schoolboy Danny Latimer was suddenly and shockingly despatched, although Ladbrokes' odds today make it an even chance that Jack Marshall was the killer.

Richard Attrill of Harbour News, the real life location for the Broadchurch shop admitted that he and colleague Steve Travers had come up with the poster idea.

“The Broadchurch effect has really taken off,” he said.

“We have had loads of people coming in to the shop; it has been unbelievable.

“We had six cyclists going past jeering that that was Marshall's shop.”

Mr Attrill that he had been able to prepare his latest posters before Monday's episode with a bit of useful inside knowledge, despite the huge secrecy surrounding the plot.

“David Bradley, who plays Jack Marshall came into the shop dripping wet after filming his beach death scene,” he admitted.

The Rev Philip Ringer, of West Bay said that some of the visitors who flocked to see where Broadchurch was filmed over the Easter weekend were convinced that Broadchurch really exists, despite the accents.

“From the overheard conversations it is obvious that the ITV drama has attracted people to West Bay to see some of the locations where the series was filmed. Some people were quite surprised to discover that Broadchurch is only a work of fiction!,” he said.

Writer Chris Chibnall who lives in Bridport remains tight-lipped about the outcome.

“But more thrills and spills await in episode six next Monday!” he promised.