After experiencing a series of ups and downs on its way to the big screen, Star Trek Beyond is almost here. In less than a week (as of this writing), Paramount will hold the world premiere at San Diego Comic-Con 2016, two days ahead of its theatrical release in the U.S. As one would expect, the studio has put together a very visible marketing campaign with multiple trailers and TV spots that highlight the film’s action, sense of humor, and emotional resonance.
Now that things are coming down the home stretch, the time has come for one final promotional push. On the heels of the first reactions to Beyond making their way online, Paramount has unveiled a trio of 30-second television commercials, which once again highlight the well-roundedness of the story co-writers Simon Pegg and Doug Jung designed with director Justin Lin.
The first, titled “Come With Me” (watch it above), is focused on new alien ally Jaylah (Sofia Boutella). Showing more of her initial meeting with Scotty, the spot illustrates that Jaylah is handy in a fight and is willing to help the Enterprise crew complete their mission. How she specifically fits into the story remains to be seen, but she appears to have reason to want to eliminate the villain Krall (Idris Elba) and save the planet she’s on. Jaylah also gets considerable screen time in “Skills,” which is set to the infamous “Sabotage” by the Beastie Boys. This commercial is heavy on action and set pieces, elements Lin has a strong hold on.
Finally, we have “We Change,” which tonally is on the opposite side of the spectrum from the other two. Scored by somber classical music, it underlines the gravity of the stakes in Beyond. Through voice over by Captain Kirk, fans learn that he’s on “more than just a rescue mission” and is committed to getting every member of his crew (or, as he says, his “family”) off the world alive. It isn’t surprising that Lin, a veteran of the Fast & Furious franchise, is running with this particular theme for his Star Trek film, since the Fast movies are defined by the strong bond formed between the characters. After three installments together, the Kelvin Timeline Enterprise team should be like a family.
During the pre-release phase, there was some uncertainty surrounding Beyond. It saw a massive overhaul of the creative team weeks before production started, and following the mixed response to Star Trek Into Darkness, many viewers were turned off by the rebooted series. Fortunately, it would appear that Lin has steered the property back on the right track, since the response has been very positive. Those who have seen the film say it’s highly entertaining and improves upon its predecessor. Given that Trek is celebrating its 50th anniversary this year, it’s great to hear that the latest movie isn’t a letdown. With a new TV series on the way and the films apparently stronger than ever, maybe Star Trek can live long and prosper for years to come.
Star Trek Beyond opens in U.S. theaters July 22, 2016.
Source: Paramount Pictures
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