Think Paramount, Pegg, Lin etc just got the wrong idea and figured as there was the online fan moaning about STiD and as it was the 50th Ann then everyone(i.e. the hard core fans) would want like a big budget episode of TOS (like if TOS had had its All Good Things 2 hour finale in 1969/70 except big budget/CG and of course new actors - like the way ST09 was sort of the never seen TOS origin pilot but with a bunch of added crazy big cinematic stuff - Nimoy/timetravel/changing timeline/Vulcan/JJ etc) thats ok ...but as a result it sort of felt abit 'Insurrectiony' with the only 'big' hook being the Enterprise being destroyed (again. And it was almost in the last movie). imho the more casual Trek fans, and general movie audiences whose main trek knowledge came from catching the 2 mainstream JJ movies (and maybe a few of the previous movies prior or since and the odd TNG eps back in the 90s or on netflix) were expecting something more mainstream/bombastic inline with the prev 2 films like a Dark Knight Rises/ReturnofJedi/XMen3 finale continuing story/plot lines and maybe concluding some stuff (whilst allowing for potential further movies). with added 'big' cinematic hooks - timeline stuff, Klingons (after being teased in STiD), romulans, maybe even abit of Borg somehow, and of course when Shatner was dangled in front of the movie back in 2014 it generated a fair bit of general media interest: https://trekmovie.com/2014/09/29/sh...rt-must-be-worthy-bill-bob-now-tweet-buddies/
Beyond was extremely cinematic. It even had that most eighties of things with the Rihanna song. It felt to me like the series course correcting really really well, and was absolutely the right direction for some of cinema in general to head in. Less episodic, ironically. It was fully formed for a start, way less dependent on being viewed as part of a series. The poster was the best in years even.
But then that was the year GiTS got roundly not grasped, so it was bad year for striking out in new directions. I think everyone just got jaded that year.