Priceline is moving away from the 'naming your own price' concept when it comes to booking hotels, so that means there is no longer a need for the 'Priceline Negotiator' character -- a.k.a. William Shatner.

So, in true to form high drama, Shatner is 'killed off' in the latest Priceline commercial.

The spot doesn't start airing until next Monday, but you can get a look at it now. 

R.I.P. Priceline Negotiator