>> if two minutes of "mad men" had been taken for commercial purposes, lion's gate would be throwing thermo nuclear bombs. >> reporter: hall, seen here in the 1958 movie "the gun runners," said she never gave consent lion's gate to use her image. the lawsuit estimates "mad men" has earned over $1 billion and calls her image the center piece of the show's opening. the same opening that won an emmy in 2008 for outstanding main title design. the suit also suggests she should be compensated for the value of using her image to evoke recollections of this now distant time. >> she actually may have a case here. you cannot use someone's likeness without their permission. >> reporter: lion's gate says it has no comment at this time on the lawsuit. linsey davis, abc news, new york. >> they owe her. >> she probably has a case. >> listen -- >> of course, you could be just flattered they used your picture and leave it at that. >> what? >> but that's not the american way apparently. >> come on, not the american way. you tell me if your picture were to show up on a -- >> show me the money. that is outrageous. call my lawyer. >> absolutely.