As far as I'm concerned, this has been a big problem in the industry for years. Take something like Iron Man 3. Between the various trailers, the articles, the extended film clips that show snippets from almost every single major scene, and supplemental material (like movie magazines or toys that come out before the movie's been released), there's really not much left to spoil. I find these things impossible to resist and as a result I walk into the theatre feeling like I've already seen all the good parts. If you're someone who likes to go in clean, that increasingly takes a real, proactive effort to avoid all the stuff they're throwing in front of you.
These new Star Treks have actually been better compared to most of the major high-interest blockbusters, but that's not saying much.