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The problem with the other 10 films was that they relied heavily on an audience's prior knowledge of the entire franchise. In a way, most of them were fanboy films, created by fans for other fans. So, it's not surprising that people who weren't already Trekkies usually avoided them.
This particular movie, on the other hand, bills itself as the "prequel" that establishes the background of all the original characters. Therefore, it's less daunting for a general audience. That, plus the fact that it does indeed offer a good mix of action, sex appeal and Trekkie references, makes it a box office winner unlike all its predecessors.
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