Case study 14 Star Trek
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.
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