Will Smith puts his easy charm to good use in this flimsy but appealing New York-set romantic comedy from Sweet Home Alabama director Andy Tennant. Smith plays a professional romantic adviser, who discreetly helps ordinary guys date the women of their dreams. When talk of Hitch's success reaches the ears of gossip columnist Eva Mendes, she is determined to expose the anonymous cupid, unaware that he's also the mishap-prone suitor trying to win her heart. Initially, the film feels fresh and buoyant, thanks to a sleek script and genuine chemistry between its attractive leads. It's witty, full of romantic wisdom and makes up for in laughs what it lacks in substance. There's also strong support, with Kevin James (Paul Blart: Mall Cop) almost stealing the show as Smith's goofy client. Unfortunately, as the overlong tale hits its final third, it abruptly loses its spark, and sharp and sassy is replaced by conventional and lazy.