The Big Deal: William Shatner Earned $600 Million for Priceline Ads

William Shatner is known to warn that you cannot “argue with the Big Deal.” He appears to be right. Due to a decision to take shares rather than money for his ad appearances for Priceline, Shatner has reportedly made $600 million.

The secret to Shatner’s success can be found in the Ferengi rules of acquisition, which include:

Once you have their money … never give it back.

Never pay more for an acquisition than you have to.

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10 thoughts on “The Big Deal: William Shatner Earned $600 Million for Priceline Ads”

  1. And yet he took a break from rolling around in a giant pile of money to do this:


  2. Lido “Lee” Iacocca did the same thing with Chrysler. He was still being paid by Ford ie his stock options which continued for about 6 or 7 years. What is funny is Hank the Duse fired him even though he earned more than 2 billion in profit in the 70’s.

    He went to revive Chrysler was paid stock options and 1 dollar a year.

    He was doing what he loved. He did the Job right and made a lot of money doing it right.

    So this does not surprise me.

  3. Priceline is at $247/share and a market cap of $11.26 billion. Who’d thunk it?

  4. He actually made this deal before the height of the tech bubble. In a few short weeks it was worth billions. Months later is was mostly dust.

    An interesting side note was that during the peak his wife tragically drown in the family swimming pool. The rumor floated that she had wanted to leave him taking half. The audio of the 911 call is probably still on-line someplace

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