The campaign for Star Trek (2009) was as compelling and successful as any I can remember in my lifetime. I was hooked from the first tease even though I hadn't ever been interested in the franchise. When the magnificent third trailer came out I must have watched it forty times or more. I still sometimes watch this trailer! Textbook example of a film's buzz campaign and marketing outclassing the actual product. The
music, I think, is what does the trick: music I spent the whole movie waiting for that never came.