demi moore, alec baldwin, julianne moore. even brad pitt. they became movie stars. james franco, you may remember from little films, "spider-man," tiny films, he turned the equation on its head. i recently got a chance to sit down and talk with him in l.a. james franco is an artist working on multiple levels. there's the blockbusters that make him millions. >> you knew this was coming, pete. >> reporter: the indy films that win him acclaim. >> i don't date guys over 40. >> reporter: his artwork that challenges him. he just opened a show two weeks ago in manhattan. then, there's this. >> seems your oldest was quite the prize in prison. >> reporter: james franco, movie star. >> woo. >> reporter: heartthrob. and now, soap star. >> i'm very interested in the structure of soap operas. >> reporter: franco is no conventional actor. no conventional artist. and his reasons for doing "general hospital," usually a starting ground for actors, not a pit stop for a star at the peak of his game, are anything but conventional. >> that's a little excessive,