Many industryites suggest that Trek will fall at least a bit short of matching the domestic debut of Wolverine because it has a more narrowly drawn fan base. Yet they note that Trek seems to be gaining market momentum, with a definite uptick in awareness and interest among prospective patrons amid positive early reviews.

Trek playdates include 138 giant-screen venues sure to generate outsize grosses in one of Imax’s biggest releases of a commercial film. The Imax playdates are scheduled for two weeks only.
“This is right in our wheelhouse,” Imax Filmed Entertainment chief Greg Foster said. “It’s a demographic that loves Imax — the crowd — and there’s also a cool factor to it. Of course, the fans will want to dress up for it, and we can help eventize all of that.”

TOUGH ACT TO FOLLOW
Wolverine, which continues to play in more than 4,000 theatres, rang up almost $5 million from more than 1,500 midnight Thursday performances two week ago. The Hugh Jackman-starring feature is widely expected to fall more than 60 per cent from its opening tally, so the real question is, simply, how much more?
“Word-of-mouth and female support should carry us, even with a big picture like Star Trek coming into the marketplace,” Fox distribution president Bruce Snyder said. “We should be able to continue our positive run and gross well without disappearing.”

Also opened this weekend is Summit Entertainment’s R-rated action picture Next Day Air. Directed by hip-hop video director Benny Boom, the film stars musician/actor Mos Def and Donald Faison of ABC’s Scrubs. Prospects for the modestly budgeted movie appear limited to single-digit millions.
The J.J. Abrams-helmed Trek — which casts young actors Chris Pine and Zachary Quinto as Capt. James Kirk and Spock, respectively — was produced for a reported $140 million, including splashy visual effects from George Lucas’ Industrial Light + Magic.

Meanwhile, there’s one more area of debate in advance of the Trek bow: How big must it open to be considered a successful launch? Paramount executives claim that they will be happy with anything north of $50 million, as the aim with the prequel is to rejuvenate the franchise and not necessarily to register huge first-frame grosses.
“The company’s position is that it’s just not in the cards,” Paramount senior vice- president distribution Don Harris said of the prospect of matching the Wolverine bow. “But with the Thursday night performances, there should be a good chance of getting excellent word-of-mouth going.”