With a personal score to settle, Captain Kirk leads a manhunt to a war-zone world to capture a one man weapon of mass destruction You obviously don't work for a marketing department of a studio who just threw nearly $200 Million Dollars to a film and actually want to make it back and then some. A film of two hours of doing nothing but taking scans and readings is not summer blockbuster material.... There is no "Terrible Mistake." The beginning of May is typically considered the beginning of the "Summer Movie Season." The 2009 film was considered a summer tentpole film even though it came out in May as well.