Promotion centered on turning “The Five-Year Engagement” into the second-coming of last year’s smash “Bridesmaids” was thoroughly ineffective, and the Jason Segel-Emily Blunt comedy is on pace for a very disappointing opening weekend.

The comedy earned just $3.5 million Friday, which makes it unlikely to do more than slightly crack the $10 million threshold for the weekend. That weekend tally would register at roughly 50% of projections, which forecast a high-teens, low-20s bow.

It landed in third place Friday behind “Think Like a Man” ($5.5 million) and “The Lucky One” ($3.9 million), but when the weekend is said and done, it might also trail fellow new release “Pirates! Band of Misfits” ($2.7 million on Friday) and long-running holdover “The Hunger Games” ($3.0 million).

New releases “Safe” ($2.6 million, 6th) and The Raven” ($2.5 million, 7th) also performed poorly, although neither was forecast to do much better.