‘Bitch’ session builds HBO buzz

Cabler touts catchphrase with freebies

The real Ari might not dig it, but “Let’s hug it out, bitch” is about to become his signature.

To promote the second-season premiere of “Entourage” on June 5, HBO has unleashed 25,000 Lance Armstrong-style bracelets and thousands of T-shirts and business cards emblazoned with what has become the show’s catchphrase.

The promo freebies direct recipients to the Web site lhiob.com, which features “Let’s hug it out, bitch” ringtones and a theme song — already a hit on dance floors in Los Angeles and New York.

So why that line?

“We found ourselves quoting it in the office,” says HBO senior VP of advertising Courteney Monroe. “Everything Jeremy Piven (who plays talent agent Ari Gold) says is funny, but this one thing really resonated with us.”

No word yet on how it’ll resonate with Endeavor’s Ari Emmanuel, who’s widely believed to be one of the real-life agents who provided the model for Piven’s character.

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