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They had no choice!

I can't argue about the quantity, but I've had definite issues with some of the advertising decisions they made. I think the success of the marketing will depend entirely on the actual gross.

For me, this is the most interesting movie to track, box-office-wise, of the summer. If it's huge, then you can definitely thank the marketing department (along with Abrams, who seems to have made an entertaining movie).

I will say this: I never thought I'd see the phrase "Baseball Tonight brought to you by Star Trek" on my TV.

We just saw the Star Trek movie last night. There were a lot of Trekkies with their kids. Overheard a few kids saying they liked it.
There was a trailer for G.I. Joe before it-made the trailer for Transformers look way better by comparison. I think they need to make another pass through the server on the CGI-BAD physics and lighting on that suits effect.

I can't remember if I asked here or not, but did any other cities major league baseball team have a "Star Trek" night at the ballpark?? The Giants did here.....they gave away foam fingers that had the Spock Vulcan finger thing. Kinda funny. I wonder if every ballpark did that? Pretty clever.

And the glasses at Burger King are awesome! When I was a kid we had all the "Empire Strikes Back," "Return of the Jedi" and Muppet movie glasses. Glad to see Paramount kickin' it old skool....promo wise.

A kitchen sink campaign. The studio had to throw everything at the wall on this one. Face it. Star Trek is a hard sell to casual moviegoers, and Paramount has a lot of capital riding on this franchise.

Mysteryperfecta:

"I can't argue about the quantity, but I've had definite issues with some of the advertising decisions they made."

Such as...?

wow, Poland sucking up to Paramount...never had an issue with their marketing...just their management and character...lets hope DP isnt having dinner with Grey & Lesher next...maybe those classic lunch time conversation...table for three in hell

Don: Weren't there BK glasses for one of the earlier Star Trek movies, too? Seriously: I vaguely recall having a glass with a freakin' Klingon on it.

I think so, Joe....but I was never big on the Trek and plus, my mom said we had enough glasses at the time.

"Such as...?"

Such as the "This isn't your father's Star Trek" commercial.

Those "Empire" BK glasses were awesome. I still have mine somewhere. Are these new "Trek" ones actually glass?

I'm gonna go by there for my yearly trip to BK today to find out! I go about once a year (maybe twice if I'm at Sundance) and each time I feel sick and gross and say "never again!" So I guess Star Trek's doing their job...

Ha. Had a feeling you were going to say that, mystery. The fact of the matter is, that's an important message to be sending for this movie at this stage in the franchise's life.

The 100% goal of this marketing effort was to get people saying, "This is a Star Trek for non-fans." It is the only thing they could do, as the core was going to show up no matter what... and if that's all they got, it would flop.

They achieved, as I see it, a general buzz out there that this is a successful reboot that isn't just "the next Trek movie."

They win... even if the film still loses money.

They are very fortunate that next weekend's "big film" appeals to an older demo... because T3 and Museum should close the door - which is not a slam, but the reality of summer box office - on Trek domestically, taking over both the pre-teens and all of the men. If they are over $150m at the end of next weekend... well, no one could have asked for more.

And no... not sucking up to Par... though I quite like the people on the marketing team there now... but all the elements are different... the quality of the film... the popularity of the film... and the marketing of the film. And the "it's not just Trek" effort was HARD. And credit is due for that.

I got a Batman glass from McDonald's.

Unfortunately it's from Batman FOREVER.

I get a Begins vibe from this flick. Even if it does not do killer box office. Which I do believe it will do. This flick should play very well over the next couple of years. Leaving me with a sneaky suspicion that Star Trek 12 could do IM2 money. IM2 money being the next level of money after TDK because IM2 is a beast in waiting.

FYI....the glasses are real glass and BK's food remains, real gross.

Also...
I rarely get into the numbers guessing game, but "Star Trek" is going to have a MONSTER weekend. I'm saying close to $100 million. It reminds me of "Iron Man" in that most people are lukewarm on the source material but early buzz, awesome marketing mixed with the built in comic book/geek crowd made the film kick some butt.

Ha. Had a feeling you were going to say that, mystery. The fact of the matter is, that's an important message to be sending for this movie at this stage in the franchise's life."

I agree that it is important to broaden the movie's appeal. I just didn't like this particular approach. Its trite, imo. It reminds me of the Shairi Belafonte commercials exclaiming, "This is not your father's Oldsmobile!"

mystery, that's exactly what it's emulating. Though it didn't work for Oldsmobile, the message seems to be getting through on this one, and I think it's a better fit. I think it's a smart idea.

If you are old enough to remember those commercials - you ARE the father the ads are speaking of, even if metaphorically.

I am? Oh boy! No wonder I knew those guys responses about GNR were nonsense! HA HA HA!

I concur. I was never excited to see this movie but the tv spots and trailers have moved me into the "I'll see it this weekend camp".

Maybe I'm dumb today, but what is "IM2" referring to? As it is, Paramount has allegedly said that they are playing this like a Batman Begins/Casino Royale reboot. They aren't demanding monster box office because they know the film will be long term popular enough for the sequel to explode in three years. While I didn't care for the movie (ironically, I held off on reading DP's review until after I had written my own, only to realize I could have just copied and pasted certain portions), I will concede that the 'I don't like Star Trek' club is a lonely one indeed.

Iron Man 2.

Oh duh... thank you Jeffmcm.

When I heard "It's not your Father's Trek" I thought wow, that's a tagline that even my dad is too cool to have thought up. Who knows though, maybe it will work. It will at least get an opening weekend.

"There was a trailer for G.I. Joe before it-made the trailer for Transformers look way better by comparison. I think they need to make another pass through the server on the CGI-BAD physics and lighting on that suits effect."

G.I. Joe apparently wishes it was Iron Man 2 (Delta Six accelerator suits! What do they do? Well we're hoping they make people think we're as cool as Iron Man!). The pussies...

Don, you're absolutely wrong about the weekend numbers for Star Trek. Right now it's looking like the movie will make Wolverine-type money, but it's been softening up throughout the day and may make slightly less.

That said, Paramount will use some kind of shenanigans with their bullshit Thursday night opening to spin the numbers. Spin, spin, spin.

"I concur. I was never excited to see this movie but the tv spots and trailers have moved me into the "I'll see it this weekend camp"."

Umm, we're all a bunch of cinephiles on a movie blog. Exactly what ELSE were we going to see this weekend instead?

I dunno, Wreck....strong word of mouth will carry the day I think. And if not, I don't care about millionaires making more millions.

I will say, I saw "Star Trek" today and that was the most fun I've had at a summer movie since say, "Spiderman?" And, like everyone else says, I'm NOT a Trek fan. But that's good summer fun right there. More importantly, cats a HUGE light on everything "Wolverine" got wrong in terms of fun, iconography and popcorn flicks.

I might actually see "Star Trek" again!

Wrecktum, Paramount's not going to have to "spin" anything on this one. The reboot worked, plain and simple. It's looking like around $25 million for Friday, plus the $7 or so from Thursday. On the extreme conservative side, that's $70 million+ for the weekend. Trust me, they'll be ecstatic with that number.

Futurama warned us that the Star Trek religion will take over the planet and I feel this movie is merely propaganda to get all the Trekkies who are or who ever were to get their children into it. Eventually we'll be giving that annoying vulcan sign thing as the national anthem plays.

YOU ARE WARNED.

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