New Star Trek movie: Boldly Going After New Demographics

I have to admit when I first saw the promotional posters for the new Star Trek movie (especially the black and white versions), the idea of a revamped Star Trek intrigued me. When you think of the thousands of television shows that have appeared over the past several decades, only a handful endure in American popular culture. Star Trek the brand went beyond the confines of its original medium into toys, books, movies, and even into brand extensions: Star Trek Next Generation, Star Trek Deep Space Nine, Star Trek Voyager, etc.

Perhaps the most interesting aspect of its evolution is the expansion and shift in audience. The original 1960s series was broadcast in prime time for the masses, but soon after its cancellation its devotees were primarily socially awkward males. The stereotype of the "Trekkie" has been parodied endlessly over the years, but it appears they may have been ahead of the curve.

While its core audience remains intact, Star Trek has gradually gained wider acceptance among females, professionals, minorities, and the college educated, among others. This new movie, touting the fresh new faces on established characters, clearly seeks to appeal to young adults. On my single viewing of the film, I glanced around the theater and found the audience demographics varied widely. While anecdotal, this does support the most recent stats from the film industry. "Trekkers", as they're now called, may constitute a significant part of the Star Trek audience, but the brand's appeal continues to flourish.