Bosses at clothing giant American Apparel have demanded Woody Allen prove he can command a fee of $10 million for appearing in commercials.

The Annie Hall director filed suit against the company last year, claiming advertising chiefs used his likeness on billboards without his consent.

He was depicted dressed as a rabbi in ads placed across New York and Los Angeles.

Allen is adamant his usual asking price for appearing in a commercial is $10 million - but American Apparel bosses are now demanding the legendary filmmaker proves it in court.

In papers filed at Manhattan Federal Court, lawyers for the clothing company's boss Dov Charney have asked for records to show Allen can still command a "premium price" for his endorsement of products.

Lawyer Stuart Slotnick tells the New York Post, "We believe that Mr Allen's popularity has decreased significantly, especially in light of the scandals he's been associated with.

"We believe that he greatly overvalues the worth of his endorsement - if he can get one."

The lawyers cite Allen's bitter custody battle with ex-girlfriend Mia Farrow and his romance with Farrow's adopted daughter, Soon-Yi Previn, as having had a damaging effect on his public image.

(This news article provided by World Entertainment News Network)