DeJoria has been active in the film industry as an executive producer and actor. He made a cameo appearance as himself, in the 2008 comedy "You Don't Mess with the Zohan", and also in "The Big Tease" as the fictional John Paul Mitchell. DeJoria also made a cameo appearance in the Showtime series "Weeds" season 2. He narrated and appeared in television commercials for Patron in November 2011. He appeared on the November 1, 2013, broadcast of the ABC reality series "Shark Tank" as a guest investor, replacing series regular Robert Herjavec. With a 2017 net worth of US $3.1 billion, he is the 3rd richest "shark" of all time on the show, behind series regular Mark Cuban (2017 net worth: US $3.3 billion) and fellow "guest shark" Sir Richard Branson (2017 net worth: US $5.1 billion).