Hugh Hefner refuses to let the rumor mill kill him off.
Buzz the Playboy founder had died was pretty intense around Hollywood Friday night, and then around 11 PM ... Hef's team tweeted this pic of him with his wife, Crystal, and the caption, "Tonight's Mansion movie was Bogie and Bacall in 'The Big Sleep.'"
We're pretty sure it's an old pic, but the insinuation is ... he's fine. 90-year-old Hef had a very similar response a few months ago when there was yet another rumor of his demise.
Bad coincidence of the movie title aside ... glad he's okay. 2016's been a bitch.