The most optimistic projections for Johnny Knoxville’s “Jackass Presents Bad Grandpa” were for it to open at a robust $30 million+, not as good as the last “Jackass” movie — which was 3D and blew up to $50 million on its opening weekend a couple of years back, but quite good.

Lacking “Jackass” castmates (one of whom died) and much of a “Jackass” touch, this prank comedy in the “Borat” vein has very funny commercials and a works well enough. So word of mouth would be good, if Knoxville wasn’t a bit played out as a selling point. It looks to hit, based on Thursday and Friday numbers, about $25-27 million. Not too shabby for a comedy that cost virtually nothing to make.

“The Counselor” is supposedly a $25 million Ridley Scott/Cormac McCarthy drug and death thriller. With Oscar winners JAvier Bardem and Penelope Cruz, and Brad Pitt, Cameron Diaz, Michael Fassbender, John Leguizamo and Ruben Blades in the cast, for that figure to be true, everybody had to work for scale.

“Gravity” is on track to earn another $20 million, edging it up to $200 million — close — by weekend’s end.

“Captain Phillips” is doing another $12 or so and is on track to fall just short of $100 million as it loses screens and steam next weekend.

Because it’s not going to make much at the box office. A paltry $9 million opening seems just out of reach at this point. Word of mouth won’t be good, as the plot has holes in it, it’s overlong and overly talky.  Interesting failure.