MSsQL2005; OPENROWSET, BLOB/IMAGE And STORED PROCEDURE Problems

All,

I work with Microsoft SQL Server 2005 on windows XP professional.
I'd like to create stored procdure to add image to my database (jpg file).
I managed to do it using VARCHAR variable in stored procedure
and then using EXEC, but it don't work directly.

My Table definiton:
CREATE TABLE [dbo].[Users](
[UserID] [int] IDENTITY(1,1) NOT NULL,
[Login] [char](10),
[Password] [char](20),
[Avatar] [image] NULL,
CONSTRAINT [PK_Users] PRIMARY KEY CLUSTERED
(
[UserID] ASC
)WITH (IGNORE_DUP_KEY = OFF) ON [PRIMARY]
) ON [PRIMARY] TEXTIMAGE_ON [PRIMARY]

My working solution using stored procedure:
ALTER PROCEDURE [dbo].[AddUser]
@Login AS VARCHAR(255),
@Password AS VARCHAR(255),
@AvatarFileLocation AS VARCHAR(255),
@UserId AS INT OUTPUT
AS
BEGIN
SET @Query = 'INSERT INTO USERS ' + CHAR(13)
+ 'SELECT '''+ @Login + ''' AS Login, ' + CHAR(13)
+ '''' + @Password + ''' AS Password,' + CHAR(13)
+ '(SELECT * FROM OPENROWSET(BULK ''' + @AvatarFileLocation + ''', SINGLE_BLOB) AS OBRAZEK)'
EXECUTE (@Query)
SET @UserID = @@IDENTITY
END

I'd like to use statement in the stored procdure:
ALTER PROCEDURE [dbo].[AddUser]
@Login AS VARCHAR(255),
@Password AS VARCHAR(255),
@AvatarFileLocation AS VARCHAR(255),
@UserId AS INT OUTPUT
AS
BEGIN
DECLARE
@Query AS VARCHAR(MAX)

SET @AvatarFileLocation = 'C:hitman1.jpg'
INSERT INTO USERS
SELECT @Login AS Login,
@Password AS Password,
(SELECT * FROM OPENROWSET(BULK @AvatarFileLocation, SINGLE_BLOB) AS OBRAZEK)


SET @UserID = @@IDENTITY

END


It generates error:
Incorrect syntax near '@AvatarFileLocation'.

My question is:
Why it does not work and how to write the stored procedure code to run this code without errors.

Thanks for any reply