It's not so much people "avoiding" Trek as it is a matter an audience being forced to make a choice on any given weekend. If you're on the fence, buy the time word of mouth gets to you, you have 4 or 5 movies to choose from on any given Saturday night. This leads to the question, why are people choosing MOS or Iron Man over Trek. And the answer to that is easy. The Avengers. Both of those superhero blockbusters are riding the wings of the Avengers. It was unavoidable. But don't shed any tears for Trek, I read that the film is, now, the highest grossing Trek film. Ever. Considering the pathetic box office of Nemesis, I'd say things are certainly looking up!