WILL Smith is perfectly cast in this frothy, playful and rather amiable romantic comedy.

He plays Alex 'Hitch' Hitchens, the mysterious "Date Doctor" - a consultant who can transform the love lives of even the most lethargic Lothario.

His job is to get hapless Manhattan desperados to woo the women of their dreams.

One of Hitch's clients is nice guy loser Albert (US television star Kevin James from sitcom King of Queens) to sweep his super-rich boss Allegra (supermodel Amber Valletta) off her feet.

Taking a break from action movies and returning to his Fresh Prince of Bel-Air comedy roots, Smith seemingly holds the movie together with effortless ease.

He can make even the most gushing, wooden dialogue sound okay. Well, just about.

But he's more than assisted by newcomer James who gives excellent support. He and Smith are a great comedy duo.

There is a great intimate moment between the two which could be the first inter-racial black/white male kiss in cinema history.

Thrown into the mix is intrepid newspaper columnist Sara (the lovely Eva Mendes) hot on the heels of the "Date Doctor."

She wants to expose him as a cad, decrying his devilish seduction techniques.

But guess what? Sara and Hitch begin to fall madly in love with each other, even though the cool Casanova's smooth touch disappears whenever he comes face to face with her.

Hitch is slick, cool and sexy with a great soundtrack. But delve beneath the gloss and it's slight comedy, which although entertaining, is escapism which is instantly forgotten. Iwan Davies