by Tom Simpson
The fate of the galaxy rests in the hands of bitter rivals. One, James Kirk, is a delinquent, thrill-seeking Iowa farm boy. The other, Spock, was raised in a logic-based society that rejects all emotion. As fiery instinct clashes with calm reason, their unlikely but powerful partnership is the only thing capable of leading their crew through unimaginable danger, boldly going where no one has gone before.Star Trek was one of this year’s biggest movies and left fans eagerly wanting more.
Distributed by Paramount Pictures, the movie reveals its varied sides when fate takes the protagonists to dangerous tasks and unexpected places. An incredibly satisfying popcorn picture, Star Trek hurtles forward with propulsive energy.
The film is a success because of beautiful visuals and swift storytelling that never loses its momentum, and the sheer joy of having these characters back in our lives again. The characters are all well-cast and written, bringing it on par with other top-notch movies. Its upbeat tone and high-action scenes are worth a watch.
Paramount promoted the film in collaboration with auto insurance company Esurance, communications companies Nokia and Verizon Wireless, and computer technology companies Lenovo and the Intel Corporation. All of these companies held Star Trek-related contests and sweepstakes and all included pages on their sites containing Star Trek-related content.
Paramount also signed up Kellogg’s as a promotional partner to bring Star Trek movie-branded products to grocery stores. Burger King promoted a kids meal tie-in for this film, marking the first time Burger King has promoted a Star Trek film. The film’s merchandising campaign was expected to be the biggest since Star Trek: The Motion Picture back in 1979.
A thirty-second trailer for the film aired during Super Bowl XLIII on 1 February 2009. It showed footage from the film not previously seen in the earlier trailers. Star Trek is the first film in the franchise to be given a Super Bowl spot, emphasizing the studio’s attempts to draw in a larger audience.