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"Call me elf ears one more time, Captain Jerk. You tell me, Trekkers and Trekkies: more than 40 years since its inception, what does the Star Trek &amp;quot;brand&amp;quot; mean, anyway?\n\nDirector\nJ. J. Abrams has let it be known that he wasn&amp;#39;t a huge fan of Star Trek\nbefore diving into this prequel re-launch of the franchise. It was a\nrisky move for Paramount Pictures, because perhaps more than any other\nproperty in all of pop culture, Trek depends on the buy-in of the\ndie-hards. \nAbrams (Alias, Mission: Impossible III) has shown\nthat he knows both how to deliver brainy action, and how to leave his\ndistinctive thumbprint on an existing franchise. With Star Trek, he\nturns out a terrifically energetic, highly entertaining summer\nadventure. The only question is whether it means anything in particular\nto call this story Star Trek.\nIt&amp;#39;s certainly true that the names\nof the protagonists are familiar. Following in the footsteps of his\nlate father, young hotshot James Kirk (Chris Pine) enlists with\nStarfleet to become an officer; the half-human/half-Vulcan Spock\n(Zachary Quinto) is already first officer to veteran Capt. Pike (Bruce\nGreenwood). When a mysterious Romulan called Nero (Eric Bana) threatens\nthe very existence of the planet Vulcan, Kirk and Spock find themselves\ntogether on the brand-new starship Enterprise, attempting to prevent\nplanetary genocide."^^<http://www.w3.org/2001/XMLSchema#string>
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