Greg Cox wrote:
Now, I agree that most standalone TREK episodes and movies are actually more accessible than people think they are, but even if people just think that Trek is for Trekkies only, and that you need to have seen all five zillion movies and TV shows to understand the latest movie, you have a marketing problem. A reboot offers newcomers a chance to get in on the ground floor, as it were, which is a lot less intimidating to the average viewer.
a marketing problem. With Star Trek 2009, the audience was bombarded
THIS IS TOTALLY DIFFERENT! BAM!
THIS IS NOT YOUR FATHER'S STARTREK! BAM!
YOU DON'T NEED TO KNOW ANYTHING ABOUT IT! BAM!
YOU CAN EVEN WATCH IT WHEN YOU HATED STAR TREK!.
But that's exactly
what was needed at this juncture.
Speaking as someone who has written waaay too much advertising copy, sometimes you really need to go with the "brute force" technique--especially when you need to overcome preconceptions or resistance in the marketplace. Subtlety is not
a virtue when you're trying to get a simple, straightforward message across to a mass audience.
In this case the message was: "Not just for Trekkies only!"
As to whether you could do with that with a brand new crew and ship, as opposed to the iconic TOS crew, that's another issue. But you can definitely make the case that Kirk and Spock have a lot more marquee value, even among casual viewers, than Captain Fingal O'Hara of the Starship Intrepid
. . . .