IN Hitch, a romantic comedy set in the fast-paced modern world of hi-tech dating services, every man has the potential to sweep the lady of his dreams off her feet.

"He just needs the right broom." So says cool, self-assured date doctor Alex 'Hitch' Hitchens (Will Smith), a handsome thirty-something who helps the lonely and socially inept men of New York to find true love.

For a suitable fee, Hitch promises to help his clients approach and woo their perfect partners.

Hitch's one and only stipulation is that the man must be truly, madly, deeply in love with the woman; he doesn't work for bounders who are only interested in one-night stands.

Hitch's latest client, meek and overweight accountant Albert Brennaman (Kevin James), may just be his most difficult project to date.

Albert is smitten with beautiful and glamorous celebrity Allegra Cole (Amber Valletta), who frequently graces the photo spreads of the city's newspapers.

Hitch realises the impossibility of the task at hand: Allegra has poise and star quality; Albert drops mustard down his cheap suits.

In the course of persuading Allegra to notice Albert, Hitch meets street-smart culture vulture Sara Melas (Eva Mendes), who pens the gossip column for The New York Standard, under the watchful eye of her editor Max Trundle (Adam Arkin).

Hitch plies his usual slick chat-ups with limited success but every time he tries to get close to Sara, outrageous misfortune thwarts his amorous overtures.

Could it be that the date doctor has finally met a patient beyond his care: himself?

Hitch is a wisp of a romantic fairy-tale - sweet and slight as they come - fuelled by Smith's considerable charm and impeccable comedy timing.

The gregarious leading man compels us to fall in love with his hip bachelor, and to root for him as he humiliates himself to win Sara's heart.

Screen chemistry with Mendes isn't exactly electric -- more battery-powered, and the charge fades noticeably before the two hours are up.

Mendes's tabloid hack is a little too spiky and emotionally cold to be truly endearing, unlike Valletta's sex bomb, who has vulnerability and sparkle in abundance.

Making his feature film debut, TV sitcom star James is a hoot as clumsy clot Albert, who has a heart of gold and a dancefloor style all of his own.

Director Andy Tennant, who spun the equally saccharine Sweet Home Alabama, directs with a light touch and drizzles on the syrup for the climactic declarations of love.

Rating 6/10