Hitch

In the age of consumer-generated media, virtual word of mouth provides a way of evaluating just about any product or service. Little wonder that brands are finally waking up to the potential benefits and risks of the general public as publisher.

After waiting months for Screenselect to deliver the Will Smith vehicle 'Hitch', I was looking forward to finding out for myself why the film caused such mixed reactions.

I'd seen the trailer and the film looked great. Hip, original, witty and Will Smith looking in great form. I'd read the critics who offered some decidedly mixed reviews very much at odds with the hype put out by the film's publicity machine.

I decided to let the usually accurate consumer reviews decide it for me. Apart from a few (better informed) cynics, the typically well informed Screenselect film junkies were decidely positive with many claiming it was the ideal rom com. They should have known better.

The first hour lived up to the trailer. The second lived up to the print reviews. To watch the demise of such a promising and well produced film was a crying shame. I could understand it if it had been a money-chasing sequel, but not within the same film.

From an original take on the business of dating, it ended as saccharine nonsense with one of the least believable endings I have had the misfortune to sit through. I can't help wishing the DVD had jammed half way through and I could have that half hour of my life back.

A boost for traditional media. One in the eye for consumer-generated media.