James Franco gets into character on the set of Lovelace on Thursday (January 26) in Los Angeles.
The clean-shaven 33-year-old actor, who recently launched a new website, is making a cameo in the flick playing Hugh Hefner.
Lovelace centers around 70s porn star Linda Lovelace, played by Amanda Seyfried.
Demi Moore was slated to play feminist Gloria Steinem but pulled out after her recent hospitalization. Us Weekly reports Mary Louise Parker is stepping in for the role.
UPDATE: JustJared.com can confirm that Sarah Jessica Parker will be replacing Demi in the role of Gloria Steinem.
Also pictured inside: Adam Brody arriving on the film’s set earlier in the day.