While fans might have been disappointed when William Shatner plunged off a bridge in the movie "Star Trek: Generations," this time around it turned out to be a false alarm.
Travel website Priceline.com (PCLN) announced Wednesday that the Negotiator, the character Shatner has played in a long-running series of ads, has been "found alive" after falling off a bridge to his apparent demise in January. The discovery is dramatized in a new ad that starting airing Wednesday.
"I negotiated my way out of that bus crash and into priceline.com's new commercial," Shatner said in the company's press release. "There's no limit to the Negotiator's skills."
Brett Keller, Priceline chief marketing officer, also noted that a survey of users found that 94% wanted the Negotiator to come back. "As far as where the story goes from here, well, we'll just have to see," he said.
Priceline could use the boost after its stock got clobbered due to its weak guidance earlier this month. It retains the best-possible IBD EPS Rank of 99, but the stock's Relative Strength Rating is a mediocre 34.
The stock was up 1.5% in afternoon trading Wednesday, near 573.
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