I managed to get one out of eighteen colleagues to see Beyond, and the fact that it was a Trek film was the primary reason - perceptions that it required knowledge of the series, that it was nerdy, boring, campy etc. [Didn't help that the one who saw it came back and said she nearly fell asleep four times]
The Trek prefix imposes a ceiling on the potential audience, and I think the first two Kelvin films just about reached it. For a franchise which has failed to grow its fanbase over the last couple of decades, that is a real problem. I saw two kids in as many screenings of Beyond (the first with over 200 people). When my partner dragged me to see the last Star Wars film, they were everywhere.