There is no joy in Mudville over the sluggish response to Adele Lim‘s raunchy Joy Ride, which was produced by Point Grey Pictures’ Seth Rogen and Evan Goldberg.

Deadline‘s Anthony D’Alessandro projected between $7 and $9M at 2,820 locations; now the weekend tally is looking closer to $6.5M. A $1,100,000 haul on Thursday, and $2,600,000 yesterday — $3,700,000 so far. Friday’s per-screen average was $922.

Although the film sent me into a black pit of depression and I only laughed once, I’m not personally delighted by this shortfall. Lim directs with urgency and vigor, and Cherry Cheva and Teresa Hsiao‘s well-structured script delivers heart as well as vulgarity. I’d decided by the finale that I didn’t completely hate it, and that ain’t hay.

But I knew the formerly titled Joy Fuck Club was a dead fish when I saw the B-minus CinemaScore rating plus that statement by David Poland that he’d returned for a second viewing with his wife and 13-year-old son. Yes — I’m referring to an adjunct of the Poland curse.