This may seem like out there theory to some of you, but I honestly think one of the reasons for Trek 09's success was that it had far better trailers compared to ST: ITD.
The '09 trailer is exceptionally good, no doubt about it.
I didn't think the trailers for this film provided a very strong hook for the movie. It's hard to measure the impact of that kind of thing, obviously. It's partly that Cumberbatch was featured, but not the character he was playing. And it didn't really give me much of a sense of what the film was going to be about.
And that's me, a longtime fan. I did make the right assumption regarding the villain's identity, but even so.