William Shatner's iconic Priceline character will be killed off in a commercial!
Starpulse reports that Shatner's Priceline Negotiator will be killed off in a fiery explosion. Shatner's character, for what it's worth, will die saving his fellow passengers.
"I'm in grief mode," Shatner told the Associated Press this week. "It's not the first time I've had an iconic character die off."
"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," said Christopher Soder, CEO of Priceline.com North America.
You'll still be able to catch Shatner in his one man show on Broadway "Shatner's World: We Just Live In It."
Read more about William Shatner here.