Trek needs a big name attached to it. Get a big-name internationally recognized action star as your must-see blockbuster villain of the summer and you'll pull in more numbers.
Maybe. Brad Pitt couldn't open World War Z
at the level that Paramount had hoped, and Johnny Depp is having a disappointing weekend at the movies. The utility of big names to the fantasy-action genre right now is debatable - unless your big star has a name that ends in "Downey, Jr."