Priceline Bids Adieu To Its Most Memorable Pitchman

The company is changing its business model from a name-your-price set up to a fixed price approach, and is killing off Shatner's character, The Negotiator. Shatner has been the face of Priceline for 14 years, five as The Negotiator. A new commercial will debut on Monday in which the character finds himself with vacationers on a bus teetering on a bridge's railing. In it he tells people to "Save yourselves - some money." The spot may also be part of the Super Bowl commercial extravaganza. He does remain under contract so perhaps viewers will see him again in some capacity.

Shatner was sanguine about the end of an era. "It was a great run. But if management says this is the end, this is the end." The actor is focused on the debut next month of his one-man Broadway show, Shatner's World: We Just Live In It.