Adverts show theatres are a stage for all the world

It will be an advertising ploy the audience cannot avoid by changing the channel. Theatre-goers at venues around the world are to have adverts acted out live in front of them before the main event.

The three-minute productions, staged by the Visit London tourism agency to attract visitors to the British capital, will feature celebrities in cameo roles, with Robert Lindsay getting the ball rolling before a performance of Steptoe and Son in Murder at Oil Drum Lane at the Comedy Theatre, London, tomorrow.

James Bidwell, chief executive of Visit London, said that it seemed an appropriately innovative way to highlight the culture for which the UK was famed and which was the attraction for many tourists.

"London's theatrical heritage and reputation are revered worldwide. It is a highly creative way of leveraging this unique platform to connect with potential visitors to London and we are proud to spearhead this world-first," he said.

"We wanted to do something which exemplified the creativity which is inherent in a modern city that does things first."

Each theatrical advert is scripted to draw on the specific cultural similarities between London and the city where it is being seen.

They will be presented before shows such as Stomp, Mamma Mia! and Saturday Night Fever in cities including Dublin and Philadelphia, backed by a print and online promotional campaign.

Around 32,000 people watch a play in the West End of London every night. "It's a big driver, particularly for the domestic audience. A lot of people come and see a couple of shows. But there are international visitors and business people, too," Mr Bidwell said.

"We suffered quite badly in theatre-land after the July bombings [last year] but there has been a real resurgence since Christmas. This is aimed at helping put more people back into theatres."

The advertisement "tour" has the backing of Ken Livingstone, the Mayor of London, who has supported previous efforts to promote theatre-going in the capital.

Visit London refused to reveal who the celebrity stars of its adverts will be overseas, although it claimed that interest was "high" because the idea was so ground-breaking.

Robert Lindsay, who has made several forays in to the West End, said: "London is a great city,the theatre is vibrant and alive. I am pleased to lend my support to an initiative which promotes our city on stages around the world."

Luke Cresswell and Steve McNicholas, the creators of the show Stomp, currently playing in both London and New York, said they were delighted to host the American launch of the campaign: "The two cities have been exchanging talent and culture for ages, and Stomp is in the fantastic position to be in both of them. We think it's a great idea."