A television audience numbering in the tens of millions is expected to tune in to watch England take on Argentina at a full Otago Stadium tonight.
A global audience of between 80 million and 100 million watched last night's opening encounter between the All Blacks and Tonga, which was shown via 216 broadcasters.
More than 50 million were expected to watch the opening Dunedin pool game, with "many more" expected to watch replays throughout the northern hemisphere, a World Cup spokesman said.
Broadcasting figures do not include online viewing numbers.
He also confirmed the 26,000 seats for the encounter had been snapped up, and a limited number of sight-restricted seats - ranging from $114 to $204 - released for sale.
Those 400 tickets were being sold at 20% off the standard category price.
Police, who would be out in force today, reiterated their message for fans to enjoy the occasion, and keep themselves and their friends safe.
Fans were urged to walk to the game, utilise public transport or park their vehicles in the industrial area behind the Dunedin Railway Station.
A liquor ban covering the central business district had been extended to include the student and industrial area near the stadium.
The George St-based malls of Meridian, Wall St and the Golden Centre would be open until 7pm "to make the most of the numbers of people in the central city area", Otago Chamber of Commerce chief executive John Christie said.
He called for main-street retailers to leave their lights on "so the street looks vibrant" for fans walking to the game.
"Tourists seem to be enjoying the city and the weather and getting prepared for a big weekend."
Also extending hours were the city's restaurants, cafes and bars, Hospitality Association Otago branch president Mark Scully said.
He expected those attending matches starting at 8.30pm would dine before games while those attending 6pm matches would eat afterwards.
A large crowd, including media contingent, was expected at the Nude Blacks v Spanish Conquistadores match at Kettle Park with players arriving at the ground at noon.