Yup. The marketing for the film definitely could have been better. And I have said several times that, while using Khan was the absolute right choice, keeping the cat in the bag was a poor choice. They could have just gone with it as far back as the early teaser, even used TWOK footage (wouldn't be a first for a Trek teaser).
Start with delta over a black screen and MontalKhan: "Do you know of the old Klingon proverb that revenge is a dish best served cold? It is very cold in space." Fade into a moving star field slowly zooming on Vengeance
, with Shat's "Khan!" echoing in the background. Cut to, CumbyKhan, "Shall we begin?" Fade out to Title, date, credits.
Obviously, not the best example. I'm just trying to show that something like that would have not only put it out there, but by invoking the obviously inevitable comparison/contrast, they've instantly created a natural buzz on the interwebz.
Would it made a huge difference? Probably not, but even 5-10% would have bumped the film into the next bracket.