Comedy Central will roast James Franco on Labor Day, the Viacom-owned network announced early Wednesday morning. But Franco-fans had known about it since late Tuesday, via Franco, via instagram. “Hey ya’ll wassup I’m gonna get roasted on Comedy Central be sure to check it out. They wanted me to tell you that — a’ight hahaha,” thespian James Franco mumbled at his legions of followers late Tuesday. Then he slowly ran his tongue over his teeth.

Comedy Central, in its announcement, said it would tape the roast of the “Academy-nominated actor-director-writer-producer-artist” next month in LA. And, in one of those incredible coincidences, the Franco-co-directed documentary about Franco, called Francophrenia, will debut exclusively on Comedy Central digital and VOD platforms immediately after the network telecasts the roast on Labor Day.

The Academy-nominated-actor-director-writer-producer-artist will attempt to topple the roast ratings record set by Charlie Sheen in 2011. Comedy Central timed that one to immediately follow the season debut of CBS’s Two and a Half Men in which Sheen’s character slipped on a Metro platform in Paris, fell in front of an oncoming train and exploded like “a balloon full of meat,” ending his tumultuous career with show creator Chuck Lorre. The roast attracted 6.4 million viewers – a record for the Viacom-owned Comedy Central franchise. The killing off of Sheen’s Charlie Harpe and replacement with eye-candy upgrade Ashton Kutcher, however, clocked 30 million — the biggest season debut crowd for any scripted programming on TV since 20005.

But it’s not just about ratings. Artistically, Franco will have to upstage Roseanne Barr — last year’s roastee — who famously capped off the evening by singing the last bits of the Star Spangled Banner to demonstrate she could sing the anthem and that when she’d botched it at a nationally broadcast baseball game in 1990 it was performance art.