"Wouldn't you rather see the whole movie?"

Imagine if you will: you and a couple of friends decide to head over to the Alamo Drafthouse Cinema, down there in Austin, Texas - they're going to show The Wrath of Khan, the best of the original series Star Trek movies, as part of this year's Fantastic Fest, and then there's supposed to be a ten minute preview from the new Star Trek prequel movie. There's a bit of chat from the guests from the production team of the new movie about the preview, then Wrath of Khan starts.

Ah, come on - two minutes in and the film jams? Damn analog technology.... Hold on, who's that on stage? Leonard Nimoy? Spock? What? And he's just asked if we wouldn't rather see the WHOLE new Star Trek movie?!

The surprise premiere of the new Star Trek movie at this year's Fantastic Fest in Austin, Texas, an annual film festival dedicated to fantasy, horror, action and science fiction, has to be the best thank-you to the fan community of all time. It's also an extraordinarily brave thing to do, especially considering that the recent Wolverine work print leak is still echoing around the Internet. But even without that, I have to give Paramount full credit for boldly combining a brilliant guerilla marketing move with an acknowledgement of the importance of the fans to the Star Trek franchise.

It's also going to make those people in the audience into legends in the fan community: "We few, we happy few, we band of brothers", as Shakespeare puts it. Of course, the hard core being what it is, you can guarantee that at least one person in the audience was angry about not seeing Wrath of Khan for the 215th time.

- Sid