Abrams should really learn a thing or two from Peter Jackson. Those video blogs of his are huge in social media, and have been steadily building up hype since they first appeared.
Meanwhile, J.J.'s secretive bullshit managed to almost completely erase Star Trek from the public mind.
For fuck sake, ST XII is less than nine months away, and there's virtually NO Internet buzz whatsoever. Not a single piece of promotional material, let alone a teaser. I can't believe Paramount is letting him do this.
This shit could actually end up hurting the movie.