Alex "Hitch" Hitchens (Will Smith) is a professional "date doctor", or consultant as Hitch terms himself, who coaches other men in the art of having the perfect date with the woman of their dreams.
At the start of the film Hitch is helping three guys get the girl of their dreams. Hitch tells tips and reveals that three dates is all he needs to get you to the first kiss.
In a flashback scene it is revealed that Hitch, a then-nerd, dated a girl in college who cheated on him and broke his heart; this moved him to become a date doctor to help men who are as hopeless with women as he once had been.
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" (with whom Hitch refused to work, unknown to Sara) had a one night stand with her best friend, Casey. However, where Albert and Allegra's relationship continues to progress, Hitch finds that, despite his being a master of the art, none of his tried and tested methods works for him.
Sara finds out that Hitch is the date doctor and mistakenly concludes that he helps men get women into bed, which makes Albert look like he's just after sex. Hitch reveals to Sara and her friend that he helps men have a chance to do the impossible by dating the women of their dreams. Afterwards, Hitch is hesitant to speak to Sara, and Albert is upset that the media thinks he really isn't in love with Allegra.
Hitch confronts Allegra and convinces her to reunite with Albert, before finally reconciling with Sara. In the process, he makes the startling discovery that he doesn't really do anything significant; while Hitch is able to give them the confidence boost to go after what they want, most of his customers (particularly Albert) really were successful by just being themselves.
In the end, Albert and Allegra get married and celebrate their marriage with Hitch and Sara, who are also together again. Casey is sitting alone and an old woman comes up to her, asking her "Where's your date?" She answers with "I don't have one." The old lady later eats a cherry (presumably) and chokes on it. Casey saves her when her grandchild comes and she tells him to ask her to dance. As they go off, the old grandma gives Hitch a wink, which he returns. Hitch, reflecting on love's unpredictability, addresses the audience in the last line: "Basic principles... There are none".
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