I really think a lot of people, including Paramount got really carried away after the success of the 2009 Star Trek
. Some people may have thought that Trek now found it's mainstream niche and was suddenly accepted as cool
to the casual moviegoer b/c of J.J. Abrams '09 hit movie. But after over 40 years of the dork/loser stigma assoicated with this franchise, one movie wasn't going to do away with that anymore then Star Trek IV: The Voyage Home
Like an aritle in Forbes said, the franchise has had it's momentary upswings where it connnects with a large audience mainstream audience, and Trek it was probably due for one in 2009 since the last big upswing was in 1996 with First Contact
. But the stigma on Star Trek is a powerful thing that shouldn't be underestimated. This movie will be a decent hit, but it was silly for Paramount or anyone else to think it would some blockbuster, monster summer movie.