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Why do they keep going back to the Kirk era?

Kirk, Spock, and the Enterprise are iconic. People who have never seen a minute of anything Star Trek know who Kirk and Spock are.

But if you say 'Captain Sisko', people think you're talking about the guy who made the "Thong Song".
 
1) people that have never seen a minute of Star Trek are just as likely to know who Picard or Janeway are as Kirk

2) who cares what people who have never seen a minute of Star Trek have heard of? If they've never watched a minute of Star Trek by this point they're not likely to start now
 
1) people that have never seen a minute of Star Trek are just as likely to know who Picard or Janeway are as Kirk

2) who cares what people who have never seen a minute of Star Trek have heard of? If they've never watched a minute of Star Trek by this point they're not likely to start now
1. You're kidding yourself if you think Janeway and even Picard have the same general public awareness as Kirk and Spock. That is just not the case.
2. Any producer of a new series who says that kind of thing will be out on their ass and washing cars in Burbank before the words are even out of their mouths. New shows are meant to draw in new viewers as much or more than retaining the fans you already have. And god, the idea of a show being made specifically to pander to the fandom makes me wanna throw up.

EDIT: Also, as a lifelong fan of Star Trek, nothing makes me happier than hearing about new fans who just discovered this franchise. The more the merrier. The new Trek stuff the last couple years has brought in tons of new fans and there will be plenty of people who get into Trek for the first time through DSC and I think that's awesome. I am looking forward to the new fans.
 
1) people that have never seen a minute of Star Trek are just as likely to know who Picard or Janeway are as Kirk
I doubt that. The name "Captain Kirk" is thoroughly embedded in the cultural zeitgeist in a way that none of the others are (and I say that as someone who wasn't born yet when TOS was canceled and who grew up on TNG).

2) who cares what people who have never seen a minute of Star Trek have heard of? If they've never watched a minute of Star Trek by this point they're not likely to start now
You could have said the same thing in 1987, but plenty of people who had never seen TOS tuned into TNG. Plus, any franchise that doesn't attract new fans is doomed by attrition.
 
You guys have turned this into a series popularity contest. Yes, TOS is very recognizable. No, stories do not or at least shouldn't need to be created based potential recognition. Yes, it (may) make a show more profitable, but, we viewers are not profiting from it.

Does star wars need more x-wings vs tie fighters and death stars because they are so recognizable? Should they keep going back to that? Or any of the endless reboots coming out annually. Should they do a new set of TOS reboot films with a new Kirk and Spock in 5-10 years from now? I mean they are the most recognizable Star Trek characters...
I read recently that 7 out of the ten highest grossing films last year were reboots, reimaginings, sequels or prequels. That doesn't give me the urge to say "More!" It rather just makes me sad.

And all of the shows were successful and popular except maybe Enterprise which experienced 2 sharp drops in viewers its first 2 years in a row. Ratings are relative to year, competition, timeslots, and many other factors. TNG itself had a ratings decline in its last season or 2, but 25 seasons and 500+ episodes under the same producer is nothing to sneeze at, especially for sci if show. That's approaching Law and Order. In 2002, a show needed to be above 3% to be considered profitable and viable. In 1968, it was 33%

TOS had very good viewership ratings. It often 2nd place in its timeslots. So that means it held 1/3 of all viewers in the US plus some, or 33+%
 
Who are all these people that associate Star Trek with Kirk? Seniors? Because they would be the only ones alive when TOS aired, and they're not usually the demographic tv execs go after. Everyone I know in my age group thinks of Picard or Janeway when they think Star Trek. So I don't buy the argument that Kirk and the original cast bring the most brand recognition or are the most popular with the wider public.
Anyone who saw the last three movies, the first of which is the #12 best-selling Blueray ever and the second made half a billion dollars in theatres.
 
TNG was a success, yes, but both DS9 and Voyager struggled with the ratings. Everyone always points to Enterprise as the moment the franchise crashed and burned, but throughout DS9 and Voyager the ratings were on a steady and consistent decline from 1995 onwards. Enterprise just happened to be the one unlucky enough to be on the air when they reached rock bottom.

Also, while TNG might have had it made in the shade on TV, its movies really weren't that spectacular. Only First Contact did any good, and even then it wasn't one of the big money makers, either by typical standards or those of the Trek franchise. as for the others, well, Nemesis did more or less finish off any chances for the Prime Universe or the 24th century ever seeing a theatre screen again.

No issue with any of this. But it doesn't contradict the facts as I stated them - TNG, DS9 and Voyager ran seven years and finished on their own steam. No threat of cancellation. TOS was cancelled after its second, then limped through a third.

I've made my peace with the fact that the Star Trek I enjoyed most died with Nemesis. I can tolerate small doses of Enterprise, but can't suffer the stiffness, sexism, and hammyness of TOS. That era, therefore is of zero interest to me.

The TOS film era though, now that's another story.

Anyway, I'm fully aware I'm talking here about what my preferences are. I would say that the 'general public' do know who Kirk and Spock are and have no idea who Sisko and Janeway are. That seems pretty obvious, even to me. But knowing these characters doesn't mean they're interested in tuning in to see them. It doesn't even mean that they like them. I suspect a lot of people 'know' these characters as anachronisms from a decade very, very long ago and I'm not sure how that translates into viewer numbers.

So, does positioning Discovery as 'before Kirk, Spock, and the Enterprise' draw in an audience of people who only know those characters from memes? I'm voting no, but it seems the owners of the Star Trek property disagree and that's their right.
 
As others have said it's simply brand regonition. And I'm not saying the wider public doesn't know who Picard etc. are. But I suspect for the majority the first thing they think of when they hear the words Star Trek is Kirk, Spock, Bones, Scotty etc...
 
Why would you possibly consider moving the franchise forward when you can go back and bastardise it to your hearts content?
 
Perhaps this will sound naive to some people, but I also think Fuller chose this time period specifically because there is a story in this time period he wanted to tell. He's talked about this in interviews. There's an event in this era that he wanted to explore. Even though he's no longer working on the show, that still seems to be the show's focus.

So I think it's a little cynical to say the show is set in the TOS era solely because of brand recognition. Fuller is a legitimate creator with a vision for his shows and at least with season 1 of DSC we will see the story he wanted to tell, even if it's through the mouth of a translator. The show hardly looks like TOS to begin with.
 
Janeway did become pretty well known. She had enough personal brand recognition to appear in Nemesis
 
^still, I think that in terms of 'personal brand recognition' there would be an appreciable gap between Kirk/ Picard and Janeway. And again, between Janeway and Sisko/Archer.
 
Perhaps this will sound naive to some people, but I also think Fuller chose this time period specifically because there is a story in this time period he wanted to tell. He's talked about this in interviews. There's an event in this era that he wanted to explore. Even though he's no longer working on the show, that still seems to be the show's focus.

So I think it's a little cynical to say the show is set in the TOS era solely because of brand recognition. Fuller is a legitimate creator with a vision for his shows and at least with season 1 of DSC we will see the story he wanted to tell, even if it's through the mouth of a translator. The show hardly looks like TOS to begin with.
Yes, he did, but Fuller was just one of many producers or writers that pitched shows to P/CBS. It was his show that they chose. Others had pitched their own Star Trek shows, people like Joss Whedon, Bryan Singer, David Foster, and of course, Michael Dorn. (I'm pretty sure on Whedon )


EDIT: I think I was wrong about Whedon. I couldn't find any details on it.
 
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What's funny is that I don't think STD, based on the trailers, will appeal to TOS fans just because it's set in that general era. The problem is that STD looks nothing like TOS, it looks dark, gritty, depressing. This could have been set in literally any era.
 
You may not buy it, but it's the obvious truth. If it weren't, you'd be getting more Next Gen / 24th Century stuff.

But we're not.

Because the other stuff is more popular.

Studios don't make high-budget movies and TV series unless they have done their homework and know what's going to appeal.
You seem to have a lot of faith in these studio projections. If one presented an example of a studio doing their homework, investing a great deal of money, and producing an utter flop, would that cause you to question the idea that studios "know what's going to appeal?" If other studios have failed to forecast audience tastes accurately, is it possible Paramount and CBS suffer from the same lack of information?
 
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