Locutus of Bored wrote:
When ST09 came out it was the first entry in a new, young, hip reboot of the franchise. Now it's an established film series, so it's probably not going to have quite the same level of excitement with the younger crowd as the first did. That's all just pure speculation on my part, but I think it makes sense.
I thought of an alternative explination as well. Trek just couldn't compete for teenagers with limited movie going $$ and time who had the choice of: Trek, Iron Man and Fast Furious. IM and Fast and Furious just more appealing choices for the younger crowd.