William Shatner is dead again -- or at least one of his iconic characters is. Priceline has bumped off his Negotiator character after 14 years of service, as reported by the Associated Press, the Huffington Post and other outlets.
Beginning Monday, viewers get to see the last of the Negotiator as he saves a busload of tourists from going off a bridge.
"Save yourselves -- some money!" he says as he falls with the bus to a fiery doom.
"I'm in grief mode," Shatner told AP's Lynn Elber by phone yesterday. "It's not the first time I've had an iconic character die off."
William Shatner, 80, played Capt. James T. Kirk in the long-running "Star Trek" television and movie franchise.
The death was nothing personal. Priceline.com North America just needed to freshen things up a bit.
"The challenge is harder to get people's attention than it used to be. ... So we decided to do something really over the top to get the message across," Christopher Soder, Priceline.com North America's CEO, said.
He hinted that the company may roll out a new campaign during the Super Bowl.
Whatever. Time to watch William Shatner die!
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