Jeremy Piven Is Doing Press in Character as Ari Gold

The line between Jeremy Piven and his Entourage alter ego, Ari Gold, is getting blurrier. The actor announced on Twitter Monday that he’ll be doing interviews for the next few days in character as his fictional super agent-turned-movie mogul.

The Entourage movie is opening June 3, and Piven is also promoting a book “written by” Ari Gold called The Gold Standard: Rules to Live By… and by all indications this is a real book, unless Amazon is in on the prank.

Piven — er, Gold’s — first victim was Matt Lauer, who got a taste of Ari’s sharp tongue on The Today Show Tuesday morning (watch above). First Piven Gold cursed on live television, calling Charlie Sheen “crazier than a s–t-house rat,” then told Lauer, “Remember when you went toe-to-toe with Cruise?… You were peaking. I want that Matt Lauer.”

Next up is a Tuesday night book-signing in New York at the Union Square Barnes & Noble. Consider yourselves warned.

Watch the Entourage trailer:

H/t Film Drunk