While I admit to enjoying Iron Man (haven't seen #3 yet), I recently saw the Avengers and I couldn't believe that movie actually became one of the biggest ever. It was thoroughly plain in every way. I can't understand how it made such huge numbers, I really can't.
However, Star Trek still has a stigma attached to it. No matter how you dress it up and make it slick and fast and shiny and cool, the masses will just think it's Star Trek. It's a shame, but you can't do anything about it. I guess "superheroes" in tights talking into invisible bluetooths fighting giant space centipedes is better than people on spaceships in tights fighting a terrorist who blows up London.