The Priceline Negotiator has no more, he has reached his death, all because of the company will no no longer use the commercial character portrayed by actor William Shatner, but the actor is still under contract and this could mean a huge Super Bowl plot.
It’s a cut-throat business for sure and the Negotiator, which is Shatner’s pitchman for five of his 14 years with Priceline, was done in by a changing market that seemed to think he was too “DOT-COM” and “1990s.”
But the truth is that the company is “changing their business model from a name-your-price model to a fixed-price approach,” Peter Sealey, adjunct professor at the Claremont Graduate University’s school of management, told the Associated Press.
Shatner’s character was relentless in urging customers to name their prices on airfares and hotel rooms.
“We decided to do something really over the top to get the message across,” said Christopher Soder, chief exec of Priceline.com North America.
“I’m in grief mode,” the 80-year-old Shatner said Wednesday. “It’s not the first time I’ve had an iconic character die off.” (Shatner’s Capt. James T. Kirk died in 1994’s “Star Trek: Generations,” only to be reborn in a snappy Chris Pine package for 2009’s “Star Trek” prequel. Still, Shatner said, what management wants, management gets.
While the Price Negotiator’s death spot is running on the company’s website and online, he said, Priceline just might have something else explosive planned for the Super Bowl. William Shatner, by the way, is still under contract. Save room for the imagination because something tells us it’s going to be huge.