Star Trek

Star Trek ★★★★

"To boldly go..."

I am working on a new marketing campaign for a project and we had to come up with a theme that conveys "entering a new era." Star Trek immediately came to mind with its "to boldly go where no one has gone before" line. Good news is that the client loved it and I got to rewatch JJ Abrams' fantastic reboot for probably the 20th time to grab a few clips.

Abrams has became the go-to guy for "genre" franchise reboots. He certainly doesn't please all fans all of the time, but he has a gift for rebooting cherished franchises and making them blockbusters.

IMHO his reboot of Star Trek (2009) is his best effort at finding the right balance between modernizing AND paying homage. The opening is just fantastic with a young Thor (er, Chris Hemsworth) as James Kirk's father in an intense and dramatic set of scenes. The part that still "rocks the house" is young Kirk joy-riding in his step-dads hot-rod to the Beastie Boys "Sabatoge."

I love the score -- it's an energetic riff on the familiar Star Trek themes that pulls your nostalgia strings in all the right ways. The effects are thrilling -- the lighting, flares and pretty much any shots with the Enterprise.

The story is fast-paced with high drama and intense action. It starts in warp speed and really never lets up. That is no small feat as most action movies have long periods of boring inactivity. It falters a bit towards the climax as it suffers from the tropes of most Star Trek movies where they need to beam to a ship, break something, fight the bad guy, etc. etc. etc.

The huge ensemble casting was spot on and mostly excellent: Chris Pine as the rebellious Kirk, Zachary Quinto as the "emotionless" spock, Anton Yelchin (RIP) as Chekov, Karl Urban as grumpy Bones, John Cho as the competent Sulu, Simon Pegg as the irascible Scotty, and Zoe Sandana rocking it in another major franchise role as Uhura.

Leonard Nimoy continues to add gravitas to his cameos in the modern Star Trek revivals, both for TV and movies, and Eric Bana inhabits Nero, the Romulan villain bent on revenge.

This is the first time I've been able to incorporate my love for movies into my job and I have to say I'm having a blast doing it. May this kind of work "Live long and prosper!"

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