After what seemed like an endless stream of nothing but schlocky horror movies since New Year’s, Hollywood finally shifted gears just in time for Valentine’s Day with the release of “Hitch,” a feel-good romantic comedy about a modern-day matchmaker who – naturally – meets his match.

“Hitch” has plenty of positive attributes, the foremost of which is Will Smith as the title character. Whether he’s earning an Academy Award nomination for heavy drama in “Ali,” fighting off nasty aliens in “Independence Day” and “Men in Black” or just biding his time so he can cash his paycheck in stinkers like “Bad Boys 2,” Smith is always smart, likeable and enjoyable to watch.

Here, his character is Alex Hitchens, a suave, successful “relationship consultant” – or The Date Doctor, as he’s commonly known. His clients are men who desperately need help winning over the love of their life. (Most of the time, she hasn’t even noticed them yet.) For a hefty fee, Hitch coaches guys on how to dress, how to dance, how to maintain just that perfect level of eye contact that will pique their woman’s interest and get them to a third date – and a first kiss, after which they’re on their own.

Hitch’s magnum opus is Al Brenneman (Kevin James of TV’s “King of Queens”), a meek, klutzy accountant who’s heartsick for the most unattainable woman in New York City, heiress and socialite Allegra Cole.

Skirting around a tenuous parallel story following Cole and her new mystery beau is Sarah Melas (Eva Mendes of “2 Fast 2 Furious”), a workaholic gossip columnist who’s sworn off men. Her first brush with Hitch in a singles bar is an exchange worthy of Hepburn and Tracy, as they both flirt without letting their guard down, craftily playing on each other’s expectations until Hitch stops short of making a pass and leaves her intrigued for more.

As the guys work together to prepare Al for an important night out with Allegra, Sarah and Hitch start to fall for each other despite disastrous dates, including a kick to the head in the middle of the Hudson River and a severe allergic reaction to shellfish. But his career and his romance with Sarah fall to pieces when Hitch’s carefully guarded identity as The Date Doctor is revealed.

What makes “Hitch” so darn appealing is the fact that it’s a romantic comedy with a man as main character – and he has scruples. His clients learn how to make the most of their opportunities for real love, not how to trick women into bed.

Mendes and Smith make good foils for each other, and their chemistry works so well that some viewers’ hearts may actually flutter when their first kiss happens on a busy weekday morning sidewalk.

“Hitch” has a few uneven moments, mostly centered around the tabloid magazine where Sarah works, but the script is otherwise bright and worthy of its audience, unlike two other dreadful who’s-outsmarting-who comedies of the past year, “How to Lose a Guy in 10 Days” and “Laws of Attraction.”

According to his resume, this is the first romantic leading role for Will Smith. If he’s following his character’s own rules for winning someone’s favor, you can bet audiences will be ready to say “yes” to more of the same.

“Hitch”

Rated PG-13 for language and some strong sexual references

Starring: Will Smith, Eva Mendes, Kevin James

Directed by: Andy Tennant

Length: One hour 55 minutes

Now playing at: Astoria Gateway Cinemas, Cannes Cinema Center in Seaside, Neptune Theatre in Long Beach, Wash.

Short take: Will Smith is smart and charming as Hitch, a relationship consultant for lovesick men. Eva Mendes is the tough-as-nails columnist he falls for despite breaking all his own rules. See it on a date for inspiration or with a long-time beau for nostalgia.

Rating: Three stars (out of four)

Movie trivia: What distinction does Will Smith hold as a rap artist?

Answer: Smith received the first ever Grammy award for “Best Rap Performance” for the song “Parents Just Don’t Understand” in 1989 with his partner, Jazzy Jeff.