It's a rental (Score 2, Insightful)

It tanked because movie goers are conditioned to expect that Star Trek movies are "rentals" and not movies that require the full, wide-screen cinema experience. Make an excellent movie and the word-of-mouth will draw in crowds. Yes, I saw it in a theatre, and the 10 or so other people I heard murmuring after the show said words to the affect of, "I could have waited" (for it to appear on video).