Screen Shot 2014-04-05 at 4.18.48 PM

James Franco: Horndog or Marketing Genius?

Apr 04, 2014

James Franco was mighty quick to admit that the sketchy Instagram messages he sent to an teenage girl were actually real during his Friday appearance on Live with Kelly and Michael.

"I used bad judgement and I learned my lesson," said the This is The End star. "But unfortunately in my position, I mean I have a very good life, but not only do I have to go through the embarassing rituals of meeting someone, sometimes if I do that then it gets published for the world, so it's like doubly embarrassing."

That was easy.

The awkward flap with a 17-year old Scottish schoolgirl broke just as the first trailer was released for Franco's movie Palo Alto, in which the actor plays an adult soccer coach who has an affair with one of his teenage players... sound familiar? The movie is also based on a book of short stories Franco wrote.

So is James Franco sketchy for hitting on a teenage girl through Instagram? Or is he sketchy for pretending to hit on a teenage girl in order to promote his new movie in which he plays a guy who hits on a teenage girl?

Either way, it's icky.

TIME may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.