ABSTRACTFor 20 years, James Franco has carved out a celebrity reputation distinguished by its mercurial character. Does he aspire to full-fledged stardom or some new variant of character-actor status? Is he a mainstream figure or a cult fixture, a cultural aspirant or a connoisseur and purveyor of sleaze aesthetics, a bro-ish guy’s guy, a la his dude-in-waiting Seth Rogen, or a queer icon in the making? Evidence for any or all of these alternatives circulates indiscriminately through his hectic, over-stuffed résumé. Throughout Franco’s wildly prolific career – 17 credits in 2017 alone, with another 10 already announced for 2018 – he has also flirted with queerness. Though identifying as essentially straight, he said in a widely circulated interview, ‘I’m gay in my work.’ This essay examines the distinctive aesthetic that Franco’s career articulates. I argue that Franco’s work, in refusing stable definition and challenging traditional notions of artistic quality, expresses a fascination with failure that takes on explicitly queer ramifications in its principle of over-production, subverting ordinary norms of success and linking a kind of artistic promiscuity to his own performances of masculinity.