Shatner Returns to Negotiate Deals, Prop Up Priceline's Stock

NEW YORK ( TheStreet) -- It takes a lot to come back from the dead.

William Shatner's "Negotiator" character is back, Priceline ( PCLN) said today. "After plunging off a bridge to his presumed demise, the Priceline Negotiator, aka William Shatner, has miraculously been found alive in a new (PCLN) TV spot that begins airing this week."

Priceline and its ad agency, Butler, Shine, Stern & Partners, made the decision to bring back Shatner, and sentiment seems to be largely in favor of it. According to a recent survey of's customers, 94% of respondents wanted The Negotiator to return. "I negotiated my way out of that bus crash and into's new commercial," Shatner said in a release. "There's no limit to the Negotiator's skills."

Shatner's negotiating skills will now be put to the test. Priceline shares plunged following a weak third-quarter outlook, as the company blamed softness in Europe.

With shares up 1.7% in early trading today, it looks like The Negotiator is picking up right where he left off.

Interested in more on priceline? See TheStreet Ratings' report card for this stock.

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-- Written by Chris Ciaccia in New York

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