I don't get it either. So many best-selling novels have been made into great movies. Millions of people have read those stories, which means they know what the plot is and what the likely ending is to be; that doesn't keep them out of the theatres. I don't want to know the entire script nor do I want to know every plotline or even the ending. But there's no reason why they couldn't come out and say something like:
"Here's the story: An aging Spock learns that alien renegades have gone back in time to change the past, specifically to stop young James T. Kirk from becoming the hero he's destined to be. So Spock goes back to protect his friend and preserve the proper timeline. While staying within what has been established in the vast history of Star Trek and staying true to Trek creator Gene Roddenberry's vision, we will bring you a fresh and original story that we hope you will find exciting, dramatic, and fun. You'll see many of your favorite Star Trek characters like you've never seen them before. We hope to impress the very loyal fans of the Original Series while capturing new fans. Here are a few pictures of our cast in costume and on the sets, and a few behind-the-scenes videos of the filming..."
That would build anticipation, too. This super-secret stuff is more annoying than anything else.
"Here's the story: An aging Spock learns that alien renegades have gone back in time to change the past, specifically to stop young James T. Kirk from becoming the hero he's destined to be. So Spock goes back to protect his friend and preserve the proper timeline. While staying within what has been established in the vast history of Star Trek and staying true to Trek creator Gene Roddenberry's vision, we will bring you a fresh and original story that we hope you will find exciting, dramatic, and fun. You'll see many of your favorite Star Trek characters like you've never seen them before. We hope to impress the very loyal fans of the Original Series while capturing new fans. Here are a few pictures of our cast in costume and on the sets, and a few behind-the-scenes videos of the filming..."
That would build anticipation, too. This super-secret stuff is more annoying than anything else.