Live Long and Prosper: Rebooting Star Trek and Reimagining Fandom

This chapter looks to Star Trek, a reboot that employed a time travel narrative to simultaneously cast the Star Trek universe as a new continuity and strategically recast iconic characters in a parallel timeline. The chapter asserts that the reinvention of Star Trek property as a twenty-first-century blockbuster required an investment not only in its narrative strategies, but also in a discursively reimagined audience, one that included both pre-existing and future fans. It demonstrates the way in which Star Trek highlights the intersecting logics of the film reboot and the mainstreaming of fandom in popular culture, both of which grow out of serial strategies designed to exploit new and established markets.