The trailers to the kid-friendly, PG-rated “action” fantasy “IF” suggested that this might not be a Ryan Reynolds comedy for adults, and that it might be a hard sell for families, thanks to its star’s potty-mouthed rep.

Director John Krasinski, branching out from big-budget horror (“The Quiet Place”), was due for a fall. And oh, the trailers to this “imaginary friends are real and SOMEbody can see them” failed to make the sale. One’s instinct was “This may very well suck.”

So perhaps projections of “IF” opening at $40 million were a bit out of line. It had an underwhelming Thursday night, and Friday added in its millions to push it to $10 million. Projections dropped as low as $30 million is the projected opening weekend take from Deadline.com and others. Not terrible, but like “The Fall Guy,” seriously below what was hoped for/needed for “IF to break even.

The Numbers is reporting that it rallied to reach  $35. Reviews didn’t t help it. But Ryan Reynolds is box office, Ryan Gosling isn’t.  Not yet.

“Kingdom of the Planet of the Apes” is falling off its second weekend, a steep (ish) 60% drop — $24l5 million or so. It may clear $100 million by midnight Sunday, if not, by Monday.

Lionsgate rebooting “The Strangers” horror franchise is paying off. A $12 million+ opening is still at the lower end of the scale for a familiar title (“The Strangers: Chapter 1”). That’s not huge, but considering the slack horror turnout this year, it’s not bad.

“The Fall Guy” is holding a decent percentage of its audience, week to week. But an $8 million take and a slim chance of making it to $100 million suggest stuntman-turned-director David Leitch is a safer bet for Netflix (“Bullet Train” was his) than for big budget theatrical release gambles. “Fall Guy” will be over $60 by Sunday night, and may hit the $80 million mark before it loses most of its screens. Bit of a stretch, but it could happen.

There’s been a critical divide over the Amy Winehouse bio pic “Back to Black.” The Brits bashed it about, as they’re closer to the story and have already made up their mind about her talent, victimhood and Dad (played by Eddie Marsan). Reviews on this side of the Atlantic have been more mixed, with a few over-the-moon about it and Marisa Arabela’s performance as Winehouse, singing her songs in as close to Winehouse’s distinctive style as she can.

It’s not making any money, because even if it was “The First Oscar contender of the year,” Focus Features has it, and they’re still “The Witness Protection Program of Film Distribution.” If it clears much more than $3 million on its US opening weekend, it’ll be lucky.