Obviously we admire any actor who broadens his or her mind by embarking on intellectually stimulating side projects. We don’t frown at James Franco for writing a stupid beatnik novel, involving himself in conceptual art projects or doing whatever it is he’s doing this week. We really don’t.

So we make no judgments about Franco’s decision to work at a pop-up store in London’s Mayfair that will sell various poncy Christmas gifts to support an art gallery named (what else?) Studio Voltaire. We suggest you go there and demand to be sold a bushel of Tickle Me Elmos.

Is that too snide, James? Go and write a ballet about it. Why don’t you?