There's just something magical about the crew of the Enterprise celebrating in the San Francisco bay that none of the other ST movies have
"Super Bowl XLVIII will be most evenly-matched Super Bowl in 32 years"- AH_Fan
Coming on the heels of Back to the Future, it was a good choice, and is still the most accessible film for non-Trek fans.
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Bob the Builder and Hadji walk into a bar...
It's the most accessible ST film - and the most light-hearted and fun. Taking a different direction really paid off. I have a certain fondness for it -and I would like to re-watch it sometimes - but for me - ST VI : The Undiscovered Country will always be my favourite. Anyway, lets not go off topic - ST IV is still great.
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