Thousands of MAD MEN fans lined the streets of New York City on Sunday (25Jul10) dressed in 1960s clothes to watch the season premiere and take part in a costume competition.
To celebrate the launch of the fourth season, TV bosses held a free screening in the city's famous Times Square, with guest appearances from the show's stars including January Jones and Elizabeth Moss.
Executives also launched a costume contest with prizes for fans with the best Mad Men dress sense.
Nearly 10,000 devotees crowded into the area and many paid tribute to the 1960-set show by donning period clothing, and Moss admitted she was delighted to see such a healthy turn out.
She told the crowd, "It's a dream come true to be here in the middle of Manhattan for the premiere. I live in New York. I love this city and I'm proud of it."