When Star Trek Conventions were new, Shatner didn't 'get it'. He spent hours roaming the conventions in a gorilla costume with a tape recorder asking cosplayers why they were there. Now, the savvy say he was simply seeking vendors selling bogus Shatner memorabilia for which he was not getting his cut, but interviews with him at the time show a man truly perplexed by the convention phenomenon based on an unpopular show that was cancelled after three years. The, (at the time,) wildly popular shows Gunsmoke and Bonanza had nothing like it.
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