SXSW: The Apatow Model Aped, But 'I Love You, Man' Is A Pleasantly Endearing Formula

What is it about Apatow template or, perhaps more importantly, its members, that elevate material above its formulaic structures and at first blush pedestrian plots?

Is it that the writers and directors have been emboldened by these films with enough confidence to mildly break the conventions of regular romantic comedies?

Or is it just actors like Jason Segel and Paul Rudd who are — while not thespians — actors a cut above the norm who infuse their characters with heart, genuine humanity and soul?

Don’t get us wrong. “I Love You, Man” is a straight rip from the Apatow cock ‘n balls plus heart formula and a bit of a minor work. However, if it offers nothing new – which it doesn’t really – why is it so damn satisfying? Why does it, even in its lamest moments, ring truer than any rom-com moment Ben Stiller has ever put onscreen?

“I Love You, Man” has PG-13 safeness written all over it superficially, but unlike director Jon Hamburg’s last film, “Along Came Polly,” the cast and crew working here seem to have an innate knack for understanding balance and knowing when too much is too much.

Very much in keeping with the winning tone and spirit of “Forgetting Sarah Marshall,” the bromcom silliness is grounded in that bit more reality with a dash of genuine pain. Again, we’re not talking Shakespeare or Daniel Day-Lewis, but the little touches are noticed, appreciated and go a long way.

What the Apatow crew is doing with the sensitive types like Rudd and Segel is creating chick flicks for men without the condescension and inherent vapid qualities that seem to insipidly take hold in the genre.

Sweet, tender and funny, “I Love You, Man” is ultimately a tale far deeper than male fraternizing and bro-ing down. Those words make it feel cheap like they are in lesser comedies. “I Love You, Man” is about that special thing called friendship. A little ghey sounding maybe? Is our mangina dripping? Possibly, but its nice to feel something a bit more meaningful than the typical dude emotions. “I Love You, Man” does not reinvent the wheel nor will it remotely change your life, but pardon me while I go call my best friend, catch up and see how his life is going. [B+]