The initial investment matters quite a bit. Is it worth the gamble to stake so much money on one property? Sometimes yes, sometimes no. We'll surely get a sequel to this flick, but as the profit per dollar shrinks, and the initial investment gets higher, as it invariably does, the risk isn't worth it. Profit per dollar is incredibly important. I don't understand how a technically larger gross leads to greater visibility, when fewer people have actually seen the movie. As for Star Trek toys selling better this year than in the past few, you're absolutely right. Best ever? I really doubt that. Obviously not, since I'm arguing . And, again, I'm not arguing that JJs movie didn't improve Star Trek's standing among the public, but I honestly don't see that this one movie has had anywhere near the impact that, say, TWOK and TVH had. And really, I'm done now. This is way off topic and I don't want to get banned.