The nonexistent Martin Eisenstadt—who somehow hoaxed the Los Angeles Times, the New Republic and most recently MSNBC—is actually a character created by filmmakers Eitan Gorlin and Dan Mirvish to help them pitch a TV show based on the character, the New York Times reports. What better way to make their character famous than by pretending to be responsible for leaking Sarah Palin gossip? The filmmakers don’t blame themselves for the media storms they create, however. They blame the traditional media and the blogosphere, especially. “With the 24-hour news cycle, they rush into anything they can find,” Mirvish tells the Times.
—Christopher Perez