James Franco: Heffing it Up on “Lovelace” Set

Getting down to business on his new gig, James Franco was spotted on the set of “Lovelace” in Los Angeles last night (January 26).

The “Rise of the Planet of the Apes” stud looked handsome as he got into character as a 1972 version of Playboy mogul Hugh Hefner.

“Lovelace” is a biopic about 70s porn star Linda Lovelace, starring Amanda Seyfried and Peter Sarsgaard.

Additionally, Demi Moore was recently replaced, due to personal issues, by Sarah Jessica Parker, who will now be playing Gloria Steinem.

Enjoy the pictures of James Franco on the set of 'Lovelace' (January 26).