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    See James Franco as Hugh Hefner in New Lovelace Movie

    James Franco, Amanda Seyfried Cousart/JFXIMAGES.com

    James Franco is getting his playboy on!

    The 33-year-old actor is playing Hugh Hefner in Lovelace, the much buzzed-about movie about late porn star Linda Lovelace.

    Franco was snapped on the Los Angeles set yesterday dressed as the men's magazine mogul back in the 1970s...

    READ: Amanda Seyfried's Ready to Get Naked for Porn-Star Flick

    Donning Hef's signature red velvet smoking jacket and a shaggy 'do, Franco successfully pulls off a handsome, younger version of the now 85-year-old. In some shots, the 127 Hours star has a white scarf drapped over his shoulders and is also holding the Playboy pooh-bah's smoking pipe.

    Franco was filming a party scene at what's supposed to be the famed Playboy Mansion with Amanda Seyfried, who stars as the flick's title character. Chris Noth, who plays Deep Throat financier Anthony Romano, was also recently spotted shooting scenes with Seyfried while wearing a retro blue tux with a ruffled shirt.

    As you also may have heard, Sarah Jessica Parker just replaced Demi Moore as famed feminist icon Gloria Steinem in the film. (No word on if Parker has any scenes with Noth, but here's hoping for a Sex and the City reunion!)

    PHOTOS: Check out Franco, Seyfried, Parker and the many more celebs in our Stars Playing for Real gallery

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