James Franco is in negotiations to play Hugh Hefner in Lovelace.

The 127 Hours actor may portray the Playboy magazine founder in the movie starring Amanda Seyfried as Linda Lovelace - best known for her starring role in porn movie Deep Throat - after passing on the opportunity to play her husband Chuck Traynor.

The role would be a cameo and only require one day of shooting, but talks have not yet been completed to find a date suitable for him, according to The Hollywood Reporter. A heavy-hitting cast including Sharon Stone, Peter Sarsgaard, Chris Noth and Juno Temple are already signed on to star.

Production on the project is already underway, with shooting in Los Angeles beginning last week. Rob Epstein and Jeffrey Friedman are directing the picture.

James - who earlier this year put in a turn as presenter when he hosted the Academy Awards with Anne Hathaway - has a number of movies coming up, including Wizard of Oz prequel Oz: The Great and Powerful and Spring Breakers.