I'm not getting much of a reason why I should get fired up for this.
If you're a Star Trek fan, there's no need for the publicity to fire you up. The assumption is that Star Trek fans will attend whether they see advertising for it or not, simply because they are interested in Star Trek.
It's the general public
who need to be fired up. The general public got fired up for TMP, ST IV, "First Contact" and JJ's first ST film. And made them huge financial successes.
The media campaigns are not aimed at you