Now, it could be that Guy Ritchie's new film RocknRolla is a brilliant movie. But the decision to give first sight to the soft-landing of the easily-impressed Gordon Smart doesn't bode well.
Of course, Smart - delighted to have been asked to see it - gives it a great big gush:
And on Friday night I had the pleasure of being one of the first to see it.
I spent the evening in the company of a millionaire Russian, some Cockney gangsters, a sexy, corrupt accountant, a charming Scottish thug and some junkies.
No, no - not the Showbiz Squad. In the movie, you see.
Why, you might wonder, that odd construction of the sentence of "to toast his latest movie"? Simply to stack up the headline:
Gordon attempts to explain what he's so excited about. Not hanging out with the man who sometimes has sex with Madonna, oh no. It's the film:
A serious worry for Guy - if the Russians start buying up property, what will be left for his wife to hoover up?
Apparently Guy has "sketched out" plans for a pair of sequels - which sounds more detailed than the finished plot of Snatch.
Elsewhere, it's almost as if Smart has started parodying himself. Yesterday, you'll recall, he was praising Noel Gallagher for enjoying a takeaway. Today, he's having a go at Kanye West for appearing to have enjoyed a takeaway:
The long-lens, utterly pointless snap, barely shows a belly at all. I suppose the kindest thing you can say is that it's equitable of Gordon to pay as much attention to half-naked men as he does to half-naked women:
Or perhaps a little more attention.