Shilliam Watner wrote:
The reason I like the secrecy is that it creates curiosity. It makes people go and actually study up on Star Treks past episodes to get clues of who these characters we have been talking about (Harrison, Khan, Garth, Lazarus, Charlie X and now April). It generates interest in the franchise by non trekkers and therefore brings in more revenue. Abrams indeed knows what he is doing.
It also gives the imagination a chance for a workout. I think Abrams' "mystery box" approach is, to one degree or another, about giving the viewer's imagination some room in which to play, and that room definitely includes the build-up to the movie itself.