Jeremy Piven to remain in character as his 'Entourage' persona Ari Gold during press tour

LOS ANGELES, May 12 (UPI) -- Jeremy Piven just hasn't had enough of his outspoken Entourage character, Ari Gold. He has announced that he will remain in-character for the duration of his three-day press tour.

To promote his (Gold's) new motivational book, The Gold Standard: Rules to Rule By, Jeremy Piven will strut as if he were the king of the world -- or at least Hollywood -- and effectively talk down to everyone he comes in contact with, just like his super-agent alter ego.

Piva announced his press stunt on Twitter Monday, saying, "I will stay in character until press is over. I would like to apologize in advance."

Gold made an appearance on the Today show Tuesday morning, where he effectively cursed on live television.

"You're crazier than a [expletive]-house rat, you know what I'm saying?"

Directly after the show, Piven (as Gold) tweeted, "I told you guys..."

Gold is scheduled to show up to a book launch event at New York City's Barnes & Noble in Union Square Tuesday. The Entourage movie will hit theaters June 3.