Jeremy Piven has announced that he will remain in character as agent Ari Gold for the upcoming Entourage press tour.

The Golden Globe-winning actor revealed on Twitter: "Ari will show up not Jeremy Piven, I will stay in character until press is over. I would like to apologise in advance."

Piven kicked off the press tour on America's Today Show yesterday (May 12), speaking to host Matt Lauer about Ari Gold's new book, The Gold Standard.

The Entourage movie opens in cinemas on June 19.