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Case Study 14
Star Trek
The challenge
When Paramount unleashed its Star Trek revamp in 2009, the tag line that
accompanied the film was ‘Not Your Father’s Star Trek’. It’s a tag line that
perfectly summed up the challenge the creative team faced: how do you take
a 40-year-old franchise and make it feel completely fresh, cool and hip for a
brand new audience without losing the old audience?
Target audience
Everyone – general movie-going audiences, males, females, families, block-
buster fans, science fiction fans, action fans, ‘Trekkers’, fans of JJ Abrams,
etc.
