''Hitch" takes place in a brightly lit New York City where all the men are well groomed and feckless, where all the women nervously clutch a copy of ''He's Just Not That Into You," and where everyone is connected by an invisible grid of instant messages, Blackberry alerts, and Friendster links. It's a place where any potential mate gets Googled, and where men are so scared of being themselves that they're willing to hire a total stranger to do it for them.
Enter Alex Hitchens, aka Hitch (Will Smith). To the women of this candyland Manhattan he's an urban legend, the ''date doctor" they keep hearing about. To his clients, he's a savior who teaches them how to make it from date one to date three without going down in flames. Wholesale lying is not involved -- some minor chicanery to meet the woman, to be sure, after which Hitch coaches his clients into being a better, more attentive version of who they already are. He's a straight eye for the straight dork, and he earns a nice living off it.