Danny Dyer, the British actor best known for The Football Factory and The Business, has been cast to play the new landlord of the Queen Vic in Eastenders.

Danny Dyer and Kellie BrightIs Danny Dyer going to take over Albert Sq.?

Dyer, often ridiculed by movie critics despite pulling in considerable cash, particularly on DVDs, will play Mick Carter, brother to Shirley Carter, played by Linda Henry. Described as a "bloke's bloke" (what, really?), Mick will be joined behind the bar by his wife Linda, played by actress Kellie Bright.

"I'm so excited about starting a new chapter in my career," Dyer told the BBC, "I cannot wait to become part of the East End family."

Dyer, described as "the byword for low-budget, no-quality Brit-trash cinema" in 2010, was born in Canning Town in 1977. He was spotted at Sunday School by an agent who landed him early television work.

His turn as a conflicted football hooligan in The Football Factory won him acclaim and he starred in two Harold Pinter plays, striking up a close friendship with the legendary playwright.

"I'm so excited to have actors of Danny and Kellie's calibre joining what is an already strong and talented company of actors," said Eastenders executive producer Dominic Treadwell-Collins.

"Having been together over 20 years, Mick and Linda have a good marriage and an easy shorthand with each other - but can also still fight like teenagers."

"They will laugh, cry, argue and make-up... much to the embarrassment of their children and the delight of Albert Square's residents."

Dyer was in negotiations to join Eastenders in 2010 though got cold feet, later explaining, "Just from having a meeting, it's all over the newspapers and it gave me the horrors. Imagine if I went in it?"

The actor's character is the latest in a long-list of pub landlords including Den and Angie Watts, Frank Butler, Grant and Peggy Mitchell and Kat Moon. His first episodes will screen at Christmas. 

Danny DyerDyer - relishing his new role