Alex 'Hitch' Hitchens (Will Smith) helps guys get their foot in the door with the women of their dreams. He helps hapless Albert (Kevin James) win over heiress Allegra Cole (Amber Valletta) by cleaning him up, but in the end finds out that other than getting Albert that first attention getting step, Albert has won over Allegra on his own. Meanwhile, Hitch has fallen for gossip columnist Sara (Eva Menedes), who mistakes him for a chauvinist who helps men hurt women, and exposes him as such after they fall cute for each other. After that third act plot contrivance, Sara realizes her mistake and she and Hitch make up . The end is set at Albert and Allegra's wedding, where the main characters dance the day away and Hitch secretly helps Sara's friend Casey (Julie Ann Emery) meet a guy.