Especially since the last one, because of all the secrecy, tanked at the box office.
It certainly didn't tank, however:
Star Trek - Worldwide: $385,680,446
The Avengers - Worldwide: $1,501,845,000
Avengers made double domestic than Star Trek did worldwide. Logically speaking, it could be because Marvel started promoting Avengers from 2010 onwards. Hell, Iron Man 2 was basically one big promo for it. So yes, the extreme amount of secrecy is truly hurting this movie. At least thats what I think.