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Alex "Hitch" Hitchens (Will Smith) is a professional "date doctor" who coaches other men in the art of wooing women, with a focus on genuine long-term relationships. He is very successful at what he does. While coaching one of his clients, Albert Brennaman (Kevin James) - who is smitten with a client of his investment firm, celebrity Allegra Cole (Amber Valletta) - Hitch finds himself falling for Sara Melas (Eva Mendes). Sara is a gossip columnist and cynical workaholic. While Albert and Allegra's relationship continues to progress, Hitch finds it difficult to initiate a dialogue with Sara, finding that none of his romantic methods work on her. Throughout the entire process, he keeps his career secret, claiming to be a generic "consultant".
