Olympic Ceremonies 'Worth Up To Five Billion'

The opening and closing ceremonies of the London 2012 Olympics could net broadcasters up to £5bn in advertising, organisers have said.

The ceremonies are expected to be watched by more than four billion people around the world.

Around 20,000 people from across the UK will perform in the four ceremonies next year.

Organisers have so far remained tight-lipped about which big acts will feature in the ceremonies at the start and end of the Olympic and Paralympic Games.

Rumours include performances from Take That, the Spice Girls and even Beatles legends Sir Paul McCartney and Ringo Starr, but nothing has been announced officially.

The London Organising Committee of the Olympic and Paralympic Games (LOCOG) has revealed that auditions for volunteer performers at the ceremonies closed yesterday, with more than 10,000 hopefuls vying for a place.

The ceremonies are predicted to be viewed by a worldwide TV audience of four billion people in more than 200 countries.

In advertising terms, the equivalent airtime value is expected to be worth between around £2bn and £5bn.

Sir Martin Sorrell, head of advertising giant WPP, said: "The London 2012 opening and closing ceremonies will be four of the biggest moments in TV history, broadcast in over 200 countries to an audience of four billion people.

"The equivalent advertising value that will deliver for the UK could be up to £5 billion, however with regards to perception of London and the UK and a tourism legacy you could say that they will be priceless."

A team of leading British creative talent has been put in place to lead the direction of the Olympic and Paralympic ceremonies.

In May 2010 filmmaker and producer Danny Boyle was appointed as artistic director for the opening ceremony, while director Stephen Daldry, designer Mark Fisher, Hamish Hamilton - best known for his direction of live TV events - and Catherine Ugwu, producer of the 2002 Manchester Commonwealth Games, were appointed as executive producers across all four ceremonies.

And in February this year, Take That's creative director Kim Gavin was appointed artistic director for the closing ceremonies of both the Olympic and Paralympic Games.

The closing ceremonies team also includes multi-award-winning stage and costume designer Es Devlin and Bond film composer and record producer David Arnold.

In June 2011, Jenny Sealey MBE and Bradley Hemmings were appointed as artistic directors of the opening ceremony of the London 2012 Paralympic Games.

Music directors for the opening ceremony are expected to be announced shortly.

Jeremy Hunt, Secretary of State for Culture, Olympics, Media and Sport, said: "I am incredibly excited about Danny Boyle's amazing plans for London's opening ceremony.

"Four billion people around the world will be absolutely wowed by what they will see by the Olympic and Paralympic opening and closing ceremonies.

"The ceremonies will be the most fantastic advert for everything that is great about our country."

In January, the London 2012 ceremonies team will be auditioning for more people, and it is still particularly looking for men.

Locog chair Sebastian Coe said: "I would like to thank the thousands of people who have come to the auditions.

"The enthusiasm, energy and talent has been amazing and the team are looking forward to restarting auditions in January.

"So if you have huge amounts of energy and a willingness to perform in front of a stadium audience and billions of people around the world, then sign up to be part of the cast that will deliver great ceremonies to make the country proud and wow the world next summer."

To sign up for opportunities to audition visit www.london2012.com/ceremoniescasting.