Sometimes it's best to lead with your strongest punch. Even so, it seems that Paramount Pictures waited until the final round to throw their haymaker of a trailer for Star Trek Beyond. The first look at the film polarized audiences with its flashy visuals set to the music of the Beastie Boys' late '90s classic 'Sabotage.' The music choice, combined with the slick action and dirt bike stunts, may have left some Star Trek purists scratching their heads.
That may not have started the marketing campaign off on the right foot, but since the release of the second trailer, Paramount has managed to keep both casual and hard Star Trek fans' attention, and it seems from the look of this final trailer that the audience's patience has been rewarded.
The trailer begins with Sulu (John Cho) metaphorically putting the sizzle reel into gear and then blasting off. While there is no shortage of action, the editing and pacing build a greater sense of anticipation with regard to the story. There are also glimpses of character moments from various crew members that seem to signal the creative team understands what makes Star Trek tick. Whether it's a well-timed quip from Scotty (Simon Pegg), or the eternal pessimist Dr. Bones McCoy (Karl Urban) rambling on about every variable that could go wrong, they seem to have their finger on the pulse of the franchise.
It's still yet to be seen how longtime Trekkies will respond to the movie, especially after the mixed reaction to Star Trek Into Darkness. This time around, director Justin Lin replaces J.J. Abrams (Star Wars: The Force Awakens) in the
captain director's chair and is riding an impressive creative wave. Recently he has picked a variety of challenging projects that will also see him switching between genres. In the past few years, Lin directed Fast and Furious 6, episodes of True Detective season 2, and is even prepping a sequel to Space Jam. So, it should be interesting to see how he adapts his style with the screenplay co-written by Simon Pegg and Doug Jung.
The early reviews for the movie are mostly positive, with numerous fan and critic screenings already taking place. That, in conjunction with the newest trailer, makes the movie look promising. However, fans won't truly know if the movie is style over substance until they get a chance to sit down in theaters and see it for themselves. Hopefully fans everywhere find that the newest movie is beyond all of their expectations.
Star Trek Beyond flies into theaters on July 22, 2016.
Source: Paramount Pictures