Star Trek has been given a new lease of life for the 90210 generation, courtesy of JJ Abrams, the man behind Cloverfield and Lost. The film, which is a prequel to the Star Trek stories to date, explains how the Enterprise crew got together.
- What's in it for viewers?
Not just for die-hard Trekkies, the film introduces Chris Pine as Captain James T Kirk in a performance that has been compared to Brad Pitt in his prime. At turns thoughtful and engaging, and never taking itself too seriously, the film is a satisfying adventure flick charting the battle between the Federation and a rogue Romulan from the future (Eric Bana), who is bent on destroying Earth. Zachary Quinto of Heroes fame puts in a philosophical turn as a young Spock. Leonard Nimoy, the first to play the character, also makes a cameo appearance.
- What's in it for advertisers?
With the economic downturn difficult to escape, a feel-good summer blockbuster is the perfect setting to capture consumers' attention. Paramount has also fulfilled its ambitions to create a film that appeals to women, as well as to the dedicated fans of the Star Trek franchise.
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