What did the franchise spawn in terms of associated product?

It's a complete marketing bonanza for Paramount. Everything from the conventions that have sprung up in association with it, to people buying paraphernalia, dolls for Star Trek, Star Trek uniforms, Star Trek mugs and T-shirts have become popular. It really came at an age where marketing and films went hand in hand. That wasn't always the case. I think Star Wars pioneered it and Star Trek capitalised on it. Film studios realised that there were all sorts of ancillary revenues that could be gained from doing big franchise films. The same cult audience that loved the films, when they were done watching the movie, wanted to go on.

They wanted to hold on to the feeling of the movie so buying everything related to it � it really has been a complete cash cow.