William Shatner and Priceline.com have come to a parting of the ways, the New York Post reported today (Tuesday).

His voice is not heard in new holiday commercials for the company, which debuted on cable TV Monday and only a still photo of him is seen. The Post, citing unidentified sources, said that Shatner is miffed that he's had a paper loss of millions on his Priceline stock, which the company used to pay him for his appearances.

The newspaper also quoted unnamed Wall Street analysts as saying that Shatner may not want his name associated with the losing company, whose stock has fallen to $2.25 per share from its peak of $165.

Source: Studio Briefing