4. International Markets & Focus Groups
Into Darkness was the first Star Trek movie that was constructed specifically for the international audience. Studios have realised that the domestic market can make you a few hundred million dollars, but when you open a film in places like South America, China and Russia, that can bring you billions in box office receipts. It can make the difference between having a flop on your hands or a mega success. The problem with the international markets is that they have never been too keen on sci-fi or Star Trek. That is why anything that can be seen as Star Trek was toned down in the trailers and the posters. Paramount conducted focus groups across the globe to see what they wanted from a Nu-Star Trek movie and the results were less Trek and more action. They took that data and constructed a film to fit the results. You have to ask, is that good film making? It makes sense for the studio because they make lots of money but it also sucks the soul out of the films. You watch the collection of scenes and you know that it has been put together like a ready meal in a supermarket. Star Trek 3 will go down the same route because all blockbusters focus on the emerging markets. And that is also why you leave the cinema feeling less satisfied. All movies that are a certain type have to fit a set mould, so they dont risk alienating anyone. Putting Star Trek through the same process means that Star trek will change and not for the better. And just like Into Darkness had very little to do with what Star Trek is really about, neither will Star Trek 3.