So they think that they are returning to familiar ground with this movie. And why not, Star Wars I made a fortune. (Yes, the difference was that fans were waiting nearly 20 years for to see it even if it did eventually suck big time.)
The funny thing is that few ST movies have made over $100 million. Part of that is because many of them are older when movie ticket prices were half what they are now and things were pushed as SUMMER BLOCKBUSTERS anywhere near as forcefully as they are these days.
I actually watched "Enterprise" and tried awfully hard to like it, but I just couldn't take all the time travel stories and the continuity breaks with TOS. And I wasn't terribly impressed with the show's explanation as to why some Klingons looked just like humans while others were the more typical crested variety. I did like Dr. Singh and the Augments though...