Seth Rogen is to host the James Franco Roast.
Seth, one of James' long-time friends and collaborators who starred with him in post-apocalyptic comedy This Is The End, has been named as the Roastmaster of the Comedy Central event, where he will preside over the proceedings.
Seth announced the news on Twitter, writing: "I will be 'Roastmaster' at the #FrancoRoast on @ComedyCentral."
He then joked: "It's to help promote the Russian release of This Is The End."
The Roast will see James' friends and colleagues lining up to take verbal shots at him. Pamela Anderson, William Shatner, Charlie Sheen and David Hasselhoff are all former 'roastees'.
Comedy Central also released teaser footage of the upcoming event, showing James being punched in the face in slow motion.
Since first teaming up in 1999 on the cult favourite TV series Freaks And Geeks, James and Seth have had a long-running working relationship, and worked together on This Is The End and Pineapple Express, and the forthcoming The Interview.
Roast Of James Franco will be recorded at Los Angeles' Culver Studios on August 18, before premiering on Comedy Central on September 2.