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On one hand it doesn't surprise me that Wrath Of Khan didn't do as well as TMP because a lot of people were disappointed in TMP. I'm surprised The Voyage Home didn't do a bit better after good word of mouth.
As to the Kelvin movies, I know a lot of people were initially wary of giving them a chance because they hadn't watched any of the Star Trek series. As you say, while there are references to past events, you don't need a degree in Trekology to understand them.
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