I think there are lessons to be learned from the trailers for ST09 and STID. Whether you loved or hated the movies, they had good trailers. One of the reasons was that they had quotable lines. Things like "Is there anything you would not do for your family?" or "I dare you to do better.". There's nothing like that here and so it isn't as memorable. Now, I'm not going to prejudge the film itself because trailers can create false impressions. But I think it is important to actually give people a sense of what the film is about.