Alex "Hitch" Hitchens (Will Smith) is a professional "date doctor" who coaches other men in the art of wooing women.
While coaching one of his clients, Albert Brennaman (Kevin James), who is smitten with celebrity Allegra Cole (Amber Valletta), Hitch finds himself falling for Sara Melas (Eva Mendes), a gossip columnist who is determined to unmask and ruin the so-called date doctor after one of his "clients" (whom Hitch had refused to work with, unknown to Sara) had a one-night stand with her best friend. However, where Albert and Allegra's relationship continues to progress, Hitch finds that none of his tried and tested methods are working on himself, despite being a master of the art. After Hitch is unmasked, he and Sara break up, and Allegra and Albert follow soon. Finally, Hitch confronts Allegra and convinces her to reunite with Albert, before reconciling with Sara. In the process, he makes the startling discovery that he doesn't really do anything significant besides giving confidence to his clients, and that most of his customers (particularly Albert) really were successful by just being themselves.
While coaching one of his clients, Albert Brennaman (Kevin James), who is smitten with celebrity Allegra Cole (Amber Valletta), Hitch finds himself falling for Sara Melas (Eva Mendes), a gossip columnist who is determined to unmask and ruin the so-called date doctor after one of his "clients" (whom Hitch had refused to work with, unknown to Sara) had a one-night stand with her best friend. However, where Albert and Allegra's relationship continues to progress, Hitch finds that none of his tried and tested methods are working on himself, despite being a master of the art. After Hitch is unmasked, he and Sara break up, and Allegra and Albert follow soon. Finally, Hitch confronts Allegra and convinces her to reunite with Albert, before reconciling with Sara. In the process, he makes the startling discovery that he doesn't really do anything significant besides giving confidence to his clients, and that most of his customers (particularly Albert) really were successful by just being themselves.
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