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You don’t really hate love stories if you are a chocolate- faced hero dripping syrup and your stray past shots at playing man on fire have bombed. And more so if you are a producer who has defined candyfloss for Gen Now and who can actually even turn Hurricane Katrina into an elaborate fest for designer mush.

Imran Khan and Karan Johar were obviously playing with a smart title ( they get oversmart with the spellings in the film’s name, but never mind). Beyond the immense promise that the title I Hate Luv Storys holds, it’s just another girl- meets- boy love story, standard accessories attached. Sorry... make that pretty girl- meets- prettier boy love story, standard accessories attached.

What gives the film a smart spin and, indeed, could have raised this love story to a different level is the cynicism that debutant director Punit Malhotra brings into Imran’s character Jay Dhingra.

As the dude with film direction dreams who’s allergic to Bollywood romances, Imran cuts a cool picture for Jay. It’s the best part of the film, but then films scripts can’t wholly rest on one fine character sketch.

IN contrast, Sonam Kapoor as Simran looks like she was born to be dumb. It’s a different thing she’s playing art director of a mega Bollywood production. Simran makes you realise the standard Bollywood lovergirl hasn’t moved beyond the days when Madhuri Dixit swayed and cooed about chocolates and teddies in a room full of pink curtains and linens in Hum Aapke Hain Koun . Perhaps Johar, Malhotra and company never had the ambition to push the masala rom- com beyond all that it’s already been.

So Jay represents the flawed but lovable hero. True to formula, He’s not happy — he’s forced to slog it out as an assistant director to Veer Kapoor ( Samir Soni), a hit machine who churns out all those filmy romances Jay hates.

And he has to report to Simran, who simply l- o- o- o- ves love stories. She’s having one going on in her own life too. True to formula again, Simran’s boyfriend ( Sammir Dattani) is Mr Perfect — super rich, super successful investment banker, who’s sensitive in the right proportions.

It’s just another girl- meets- boy love story, standard accessories attached. Sorry... make that pretty girl- meets- prettier boy love story, standard accessories attached. Out take Sure there are the shots at self- sarcasm, winking at the trademark K. Jo romantic tripe. But the effect wears off after a point.

What you get is a film that is so vehement in its attempt to stick to the rut that you really want to join Jay in crying out loud its title as you leave the audi. If you don’t, it’s just because of Imran’s act.

Rating - 2.5 / 5