Report: Shatner, Priceline Part Ways
Dec. 12 -- William Shatner helped put Priceline.com on the map.
And now, Captain Kirk has reportedly found a map of his own — a road map.
The New York Post reported today that Shatner and the online merchant will seek out new life alone. It seems the only thing rougher than the voyage through space has been the final frontier of the plunging stock market.
Priceline.com, which was trading at $165 per share last year and a 52-week high of 104.25, closed at just $2.25 on Monday.
Stock Trek
Shatner’s stake, once worth $20.6 million, is now worth just a smidge over $200,000, according to the newspaper. But the company says Shatner sold some 125,000 of his shares already, leaving him with about 90,000 today.
The Post reports that the company — which allows users to name their own price for things like airline tickets and hotel rooms — used its stock as currency for Shatner’s services, which include goofy-but-popular TV commercials as well as media appearances.
But Shatner has not shown up to tape new commercials, and his office says he has no plans to do so, according to the paper. The newspaper also reports that Shatner hasn’t mentioned Priceline in his new biography of credits.
The biography on the actor’s Web site does not mention Priceline, but it is listed as a “favorite link.” The site has not been updated since Nov. 30.
New Ads: A Celebration
A Priceline press release dated Dec. 11, however, talks about the newest ads, which feature still photos of Shatner and Jimi Hendrix-like music.
“It’s a celebration of our 2000 ad campaign,” CEO Daniel H. Schulman is quoted as saying.
The company celebrated its recent slump last week by eliminating 48 positions, or 11 percent of its work force “in connection with the postponements and ongoing efficiency measures.”
The company also recently abandoned its attempt to bring the name-your-own-price plan to groceries and gasoline.
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