Well, they had to do something to keep the tourists coming after their two humpback whales vanished in 1986.The theater is in the Monterey Bay Acquarium area, and is usually showing Sharks 3D and similar movies.
From a location POV, could there be a better place to watch a Star Trek film than a place where they filmed one? I think that's pretty cool.

Trek was the first feature film I've seen on IMAX, and it was glorious. I plan on doing that more often, but unfortunately there isn't an IMAX where I live. The closest location is over 3 hours away. We were supposed to get one here years ago but the location fell through.