I think it's important to not learn the wrong lessons from 'Beyond's performance at the box office. It under performed, I believe, because of the reception to 'Into Darkness'. Had THAT been a better movie, 'Beyond' would have performed just fine.
Yeah, ST 2009 generated a lot of new interest in Star Trek. Then Into Darkness came out with something that would have confused the new fans and annoyed the older fans, in addition to goofy stuff like hiding the Enterprise underwater.