James Franco to play Playboy Mogul Hugh Hefner in 'Lovelace' - Hollywood News. 127 Hours fame star James Franco is all set to play once again a real life character and it is none other than Playboy mogul Hugh Hefner. Know more about the movie and the star-cast from the video. Regular Facebook Updates http://www.facebook.com/RajshriDotCom. Watch more http://www.youtube.com/playlist?list=PL4E87895D45C52ECE for the latest bollywood film reviews, makings & trailers.