^^
Marvel releases films at a rate of 2 per year, so a lasting impression isn't that important to them as long as people remember they had fun 6 months ago.
When the gaps are 3-4 years between films, something has to stick to bring people back.
IIRC Paramount was actually pretty upset at how long the time was between movies for exactly that reason. It's hard to keep building.
As for the message thing? Ehh I'm not so sure about that. I think it's less about making it look fun, and more about continuing to build an audience. It's a single trailer so it's really hard to read a lot into the situation, but at the moment I don't think Star Trek really exists in this cloistered off area that people thing is just for total geeks.
It's a part of the wider sci-fi craze we have now, and arguably played a role in ushering it in. There's probably still a sense that Trek is boring, and super technical that's helped along by terrible half hour comedies. But in general, I think reinvention has been a success, it's been the timing that's been the issue with keeping it in circulation. You don't have Gene going around to conventions building a mythos, or at least two different shows on this time around. You've got to do something to keep it in circulation though, which is where I think the ball has been dropped massively before now with all the secrecy they had making STiD. NuTrek is fun. NuTrek has action. So why wouldn't you create a trailer that has fun and action in it? You just got off a nostalgia heavy entry, so leaning harder on nostalgia probably isn't the way you want to go with it. At least not nostalgia for older Trek, it's pretty clear that they're wanting to remind people of 2009.
Undoubtedly they're going to make mistakes along the way, just like STiD did with the whole Khan thing. But I think the mistakes are coming from right intentions this time. Could they have done just another Star Trek trailer with a nice little orchestral theme? Of course.
And no one would have cared.
It would have been just another Star Trek trailer, indistinguishable even from 2009 and Into Darkness. At least here they're attempting things that are different for the franchise. Sure they might misfire in the minds of some fans, but at least they're trying something different, and getting a lot of attention that probably would've been impossible to get otherwise so close to the release of TFA. The important thing isn't to reinvent Trek in the minds of the public again at this point. It's to build on what's already come before in the new entries without trying to lean on older Trek, recapture some of 2009's excitement, and keep news of Star Trek Beyond in circulation.
In my opinion
