It was recently announced that J.J. Abrams will co-write, direct and produce the 11th 'Star Trek' film.  While 'Star Trek XI' might not necessarily be my movie of choice, I do predict there will be a large amount of hype preceding this film.

Paramount has already begun their marketing for this event.  Using the designation of the Enterprise as it's URL address, www.NCC-1701.com is already up and running as a promotional tool.  The website is extremely unique.  It is completely unbranded, not once mentioning 'Star Trek'.  There are four screens that are set up to look like security monitors, giving glimpes of what to expect from XI.

J.J. Abrams recently directed 'Cloverfield', another movie with several outstanding promotional techniques.  I'm more anxious to see how he handles his marketing with 'Star Trek' than I am to actually go and see the film after it's released.  However, this time, he is not the creator of the story and I do suppose he won't have as much imaginative freedom.

Only time will tell.