Justin Timberlake, Mila Kunis and the publicity machine behind Sony's 'Friends With Benefits' desperately want you to believe the co-stars might be a couple with their none-too-subtle and staged game of grope-a-dope at the MTV Awards.

That doesn't make me optimistic for this flick.

Hollywood marketing machines believe they can generate buzz by having co stars pretend to couple up prior to a film's release. It generates buzz (case in point, we are talking about Mila and Justin and the movie 6 weeks before its July 22 release) and often translates into big bucks at the box office. It also often signals a last ditch attempt at free marketing for a film that isn't very good.