Then there's Shatner. The 77-year-old "Star Trek" vet and "Boston Legal" HR-violation-waiting-to-happen took to YouTube to clear up any confusion about whether or not he'd reprise his role as Captain Kirk in J.J. Abrams' "Trek" movie. Earlier this month, Abrams told SciFi Scanner he came up with a way to bring Shatner back as Kirk but nixed the scene because "it didn't quite feel right."
In a YouTube video posted last week, Shatner said he was never told about the possible role.
"Nobody ever came to me and said, 'We have a cameo,'" he says. "The truth is, I wouldn't have wanted to do a cameo because you were having trouble fitting it in. … I'm just sorry that I'm not in your wonderful movie. I would've loved to have been in it. If you make another one, maybe you could think of ways of bringing Captain Kirk back to life."
Turns out, Shatner's slice of self-endorsement was just part of a bigger pie. Asked by ABCNews.com to comment further on his video, Shatner responded via e-mail: "This video was part of my new online venture, TheShatnerProject.com, which is broadcast on YouTube to reach as much of my fan base as possible. It's the new way of doing things."
Indeed, it is. Harnessing the Internet and some of the most popular segments of pop culture that may not have been around when they ruled Tinseltown (read: Reality TV) is the best way for senior stars to hang onto their cache, especially as entertainment moves from the bigger screens to the LCDs of laptops and iPhones. Certainly, it's better than HSN and infomercials.
"Here's the key, and this is very important," McMahon said. "I am back working again. I have a dear friend, he's my best pal down in Florida. Two nights ago, I was chatting with him, and he said, 'You know what the best medicine in the whole world for you is? Working again,' that's what he said. And I'm working again and I feel great."