This is a sad day, William Shatner is being killed off as the Priceline Negotiator spokesperson. Watch his untimely yet epic blaze of glory death.
–Priceline.com is killing off WILLIAM SHATNER’S character, the Priceline Negotiator, as part of a new re-branding strategy. They’re moving away from their “name-your-own-price” system.
Shatner says, quote, “I’m in grief mode. It’s not the first time I’ve had an iconic character die off . . . It was a great run. [But] if the management says this is the end, this is the end.”