Bingo. Characters make or break a TV show for me; if I can't get interested in the characters I find myself unable to give a damn what they do. That doesn't apply quite as much to a movie, but it's still a factor for me and since this is a Trek movie it's more relevant than it would otherwise be.A good story also needs good characters to carry it. If I don't give a hoot about the characters, it doesn't matter to me how good the story is.
I voted 'Story'. I came very close to voting 'characters', but then I thought it through, and decided that for a movie, 2 and a half hours max, especially one where the characters are already essentially established for years already, I'm not all that fussed about intensive character development, if it's sacrificed for a really compelling story.
The inclusion of the number '47'.
Okay, this made me laugh.I realise that means the Enterprise has to have as NCC-101 but thats a price I'm willing to pay.
I voted "Story," but I think a strong combo of story, good characters and Fun is the way to go. The rest is icing.
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