hefner would say that. >> reporter: yes, sex sold.built clubs and dressed bunnies and outraged feminists and conservative christians alike -- >> the day you are willing to come out here with a cotton tail attached to your rear end -- >> hugh hefner is a pornograp r pornographer. always was. >> reporter: but in a certain way, the forces unleashed by playboy would go on to overtake the playboy business model. >> what's the impact on the fact that there is so much explicit sexual material now available in forms where you don't have to go to the drugstore and buy it, but you can just go -- >> i think it's had a dramatic impact on playboy, just as i think other things on the internet have had a dramatic impact on print. one of the sad things i think about the younger generation, quite frankly, is they have less sense of yesterday. and if you don't know who you were, you don't really know who you are. >> reporter: can we pull something at random and see what we find? >> sure. >> reporter: hefner's yesterday are bound together here at the ma

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still to come, hugh hefner. don't go away. ♪ [ woman ] when i grow up, i want to take him on his first flight. i want to run a marathon. i'm going to work with kids. i'm going to own my own restaurant. when i grow up, i'm going to start a band. [ female announcer ] at aarp we believe you're never done growing. thanks, mom. i just want to get my car back. [ female announcer ] together we can discover the best of what's next at aarp.org. [ laughter ] [ slamming ] [ engines revving ] [ tires screech ] [ engine revving ] [ male announcer ] before you take it on your road trip... we take it on ours. [ children laughing ] now during the summer event, get an exceptionally engineered mercedes-benz like the 2010 c-class, an iihs top safety pick, for 1.9 percent apr or lease one for $349 a month. >> larry: dana, is this all a product of our times? everybody, right, left, naacp, jumped the gun? >> oh, you nailed it, larry. it is a complete product of our times. what we've seen here, we saw the journalist and the department

hugh hefner is here.n who you can see at the acme comedy club starting tomorrow in minneapolis, shane mauss from the bud light stage. tomorrow night on the show, lisa ling, zach ref fron and music from rhyme fest. on thursday, matthew fox, josh hutchison and the music from the swell season. hutcherson. and the swell season. so, there you go. please join us for. that our first guest tonight has been a successful actress since before she was even bofrn, i think. on friday, she provides the voice of a fee lean secret agent in the new movie "cats and dogs, the revenge of kitty galore." please say hello to christina applegate. [ cheers and applause ] >> jimmy: now i'm confused. [ cheers and applause ] you -- you're pregnant with a sweatshirt? >> yes. >> jimmy: what's going on? >> it was all like a, you know, a spencer/heidi publicity stunt. >> jimmy: you're not really -- >> it's just smaller. >> jimmy: it's somewhere exciting to see the big, giant -- >> oh my gosh, she's like 15 mon months! >> jimmy: then i sa

and hugh hefner will join us. there's a new documentary of his life coming out. there's hugh backstage. i'm concerned about him, because he's down to one girlfriend. he used to have, like, ten or something. and then the oil spill happened. something. and then the oil spill happened. damn you, bp. "jimmy kimmel live," ba" back i minutes. well, you know that thing... we've been working on for a while now? no way, really? yes. really? mmm hmm you're gonna be a dad. [ sizzling ] we'll have that. [ male announcer ] with applebee's new sizzling entrees fresh flavor never sounded so good. try the spicy asian shrimp, steak and cheese, or chicken with queso blanco starting at $8.99! only at applebee's. now open till midnight or later.

hefner is here to invite us all to move in with him at his mans.to invite us all to move in with him at his mans. wouldn't thatttttttttttttttttttt ok. what if i just had a small slice? i was good today, i deserve it! or, i could have a medium slice and some celery sticks and they would ccel each other out, right? or...ok. i could ha one large slice and jog in place as i eat it or...ok. how about one large slice while jogging in place followed by eight celery... mmm raspberrcheesecake... i have been thinking about this all day. wow, and you've lost weight! oh yeah, you're welcome. thank you! [ female announcer ] yop. with 30 delicious flavors yoplait. it is so good.

matthew fox, christina applegate, zac efron, johnny knoxville, hugh hefner, lisa ling, amanda crew, stand-up and music from grace potter & the nocturnals and rhymefest. so mark all of next week on your calendar. america fell in love with our first guest tonight when, for eight seasons of "that '70's show," he played a man named after a hat. he has a new movie called "the dry land" opening in select cities july 30th. please say hello to wilmer valderrama. [ cheers and applause ] >> jimmy: handsome as ever. where the hell have you been? i have not seen you in a long time. >> yeah, i took -- hi, how are you? [ cheers and applause ] yeah, i took a little break in front of the camera. i founded my production company. i got awesome deals and doing a lot of great stuff with disney. i've been producing. >> jimmy: you've been producing. and you're not going out to clubs, all that sort of stuff anymore. >> yeah, definitely something like that. i want to focus on the next chapter. and my friends are a little upset about it because we're not playing ass grab anymore, so -- >> jimmy: you're not. and you

tomorrow night, christina applegate, hugh hefner and comedian shane moss will join us.t and the swell season but not together. our first guest tonight is a actor, bootlegger, crazy person and, most importantly, new father. his newest project is a documentary about bmx rider matt hoffman. it's called "birth of big air." please say hello to johnny knoxville. how are you? very good to see you. [ cheers and applause ] i see you've got your moonshine -- by the way, is that a team or an adjective? >> well, it can be a verb. it's a way of life, jimmy. >> jimmy: what do you got there, the moonshine -- >> i got a little white lightning for you. >> jimmy: thank you, thank you, that's very nice of you. where do you get this stuff? >> i get it very illegally from my friend in tennessee. it's delicious and if you would like to try some, i wouldn't mind to try some with you. >> jimmy: oh, my god. >> don't get it near a flame though. >> jimmy: right. >> not kidding. >> jimmy: i know you're not kidding. by the way, i take a warning from you very seriously. i'll taste a little bit of it

. >>> and finally, tomorrow night on "nightline," hugh hefner reveals his many surprising sides. he's an original, and he knows it. >> i'm a very lucky cat, and i know it. i'm riding the horse for all its worth. ♪ happy birthday >> reporter: the brand is at a crossroads, and he's ready to fight for the brand he built. that's our report for tonight. for all of us at abc news, good night, america. >> jimmy: hi, i'm jimmy kimmel. join me tonight with author adam carolla, music from rasheem devaughn, and this little fellow. his name is ariel antigua. he's 5 and able to hit an 85-mile-an-hour fastball. and the only juice this kid is on comes out of a box. ♪ steroids joke. steroids joke. back in two minutes. ♪ ♪ [ female announcer ] feel the refreshing burst of flavor in the new real fruit smoothies from mccafé. strawberries and bananas blended to perfection with creamy yogurt. a small for just $2.29! the simple joy of real fruit smoothies. ♪ on hard to wash fabrics. for all the things you can't wash, freshen it with febreze. febreze eliminates odors and leaves a light fresh scent. who

i don't know, unless -- i don't know who she was -- unless she had a, this negotiation with hugh hefnerhe forgot, i mean, he is 84. something is very, very wrong with this "bachelor" crew. some good news on the other hand, for oprah winfrey. after being ousted from the top spot last year by angelina jolie, oprah has reclaimed the number one spot on forbes annual ranking of the world's most powerful celebrities. she won it by pulling a 747 with her teeth which is incredible. i'm shamed of forbes for doubting her last year. never doubt oprah. and in fact, i think it's quite fitting that tonight we celebrate by all singing the oprah song. is everyone ready? okay. please rise. and let's begin. ♪ all hail oprah ♪ she keeps us safe and sound ♪ and if we ever doubt her ♪ she'll unleash her evil hounds ♪ ♪ they'll hunt us down and kill us ♪ ♪ by ripping us in halves ♪ all hail oprah ♪ or die while oprah laughs [ cheers and applause ] >> jimmy: all hail, oprah. now go get that oil spill. all right. i hope -- i hope our humble offerings have pleased her. one more thing, happy birthday to my frien