The newly minted "bromance" genre has entered the cultural consciousness through comedies like "Superbad," "Pineapple Express" and "Role Models."

But it reaches its zenith with "I Love You, Man," starring Paul Rudd and Jason Segel as completely different guys who form an unlikely friendship.

Rudd's Peter Klaven, a sensitive Los Angeles real estate agent who's about to get married, realizes he has no male pals when it's time to choose a best man. He'd rather make root beer floats for his fiancee Zooey (the lovely Rashida Jones) or cuddle with her on the couch for Sunday-night HBO viewing.

Segel's Sydney Fife enters his life as the most charming force of nature, inspiring Peter to jam along to Rush tunes and tap into his inner rage. He lives in a ramshackle Venice bungalow and functions by his own set of rules, which includes wooing divorcees at open houses and refusing to pick up after his puggle. Segel makes him unexpectedly likable.

The formula is pretty predictable, as well as the conflict that inevitably arises when Zooey questions their closeness. But the beauty of it lies in the details of the relationship and the chemistry Rudd and Segel share.

"I Love You, Man" dares to get to the heart of intimate male friendships — or even, as the title suggests, love — the kind of thing most guys don't exactly feel comfortable discussing. There's an earnestness that's refreshing, and a relatable quality to Peter's vulnerability as he struggles to say the cool thing or give Sydney a spontaneous nickname. He could have come off as pathetic; instead, Rudd is so capable both with his comic timing and his subtlety, he makes us root for Peter instead.

We're onto something true and honest here, which is why it's so disappointing to see the film repeatedly cater to the lowest common denominator with vomit and flatulence jokes.

"I Love You, Man" didn't need all that obvious, crass stuff. To paraphrase another sensitive male, it had us at hello.