Love's Kitchen on its opening weekend?

http://www.dailymail.co.uk/tvshowbiz/article-2009673/Gordon-Ramsays-Loves-Kitchen-takes-just-121-opening-weekend.html?ito=feeds-newsxml

Not the kind of exclusivity you'd feel proud of perhaps? (Has there already been a thread on this?)

For a non-Daily Mail version of the story:

http://www.theaustralian.com.au/news/arts/no-heat-in-loves-kitchen/story-e6frg8n6-1226084670012

Is it really that bad? I'm dumbfounded by the idea that, in an age when marketing budgets are often nearly as big as production budgets, a film could earn so little in its opening weekend.