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Projections for “Star Trek Into Darkness” have surged in the past week, putting J.J. Abrams’ space epic sequel on track to take in more than $100 million at the box office over its extended debut weekend. [1]

Don’t misunderstand me. I am a BIG fan of sci-fi. But success in cinema is a bit… pre-mature/ preemptive if I might say.

Create the ephemeral...

Huge advertisement leads to huge sales. But it is only AFTER seeing the movie that the spectators can tell if the movie is good. And there are no refunds… Paradise for marketeers. No way to be wrong here. 🙂

PS. I would gladly pay for the Star Trek film though…