“Bromance” is not a word so much as it is a notion, and one that is catching on fast at that.

The idea of a platonic love shared by two men is nothing new.

What is new is the cultural obsession over this love.

“I Love You, Man” would be best described as a “bromantic comedy,” a pioneer in a genre set to blow up.

Paul Rudd (“Anchorman,” “Role Models”) plays his usual charming but clueless guy (though he was arguably the least clueless cast member of “Clueless”).

Rudd’s character Peter Klaven has just proposed to his girlfriend Zooey (Rashida Jones of “The Office”) and is struck by the realization that he has no one to be his best man.

His brother Robbie (“Saturday Night Live” and the Lonely Island’s Andy Samberg) and his mother (Jane Curtin “3rd Rock From the Sun”) set him up on some “man dates” that, of course, go wrong in every hilarious way possible.

Zooey gets in on it to, sending Pete to play poker with her friend’s husband.

Pete learns the hard way that he is not much of a “guy’s guy.” In this case, the hard way involves projectile vomiting, a misleading Internet friend and an unexpected make-out session.

Eventually, he decides it isn’t worth it and turns his focus back to selling real estate, more specifically Lou Ferrigno, better known as The Hulk’s, apartment.

It is at an open house for the apartment that Pete finally meets destiny, and destiny happens to be named Sydney Fife (Jason Segel “Forgetting Sarah Marshall”), who is only there to score free food and wealthy divorcees.

The two hit it off and another “man date” is set.

Finally, it goes smoothly. Rudd’s straight-laced goofball and Segel’s rebellious, perpetual bachelor are a perfect match.

Through their Rush-inspired jam sessions and fish taco feasts, a bromance blossoms.

Everything is perfect until Sydney lectures Zooey about “returning the favor” in front of everyone at the couple’s engagement dinner.

As the friends get closer, the engagement gets rocky.

The wedding is almost called off, and the guys’ friendship crumbles after Sydney tries to beat up The Hulk. But true love always prevails in Hollywood.

Sydney’s crazy plan saves Pete’s career and gets them both back on Hulk’s good side.

The film is bursting with quotable lines and hilarious situations.

The idea of ever-lasting, platonic love between males is rarely the focus of any film, but “I Love You, Man” tackles the subject head-on. The result is one of the funniest movies of the year.

The two actors pull off on-screen chemistry so well, they must be real-life buddies. And with as many shared credits as they have (“Knocked Up” and “Forgetting Sarah Marshall”) it is easy to assume they are.

It is laugh-out-loud-funny. It’s the bromance of the year.