Quick Definition: The behavioral cues and subtleties through which people convey their assumptions and control the interpretation of an interaction.
A frame is an interpretation of an event or situation. Frame games is the practice of two dominant individuals trying to master each other in conversation and set the frame. Because humans need to rationalize certain things, frame games are inevitable in the game of dating and sometimes in other subject areas as well.
Frame games can be subtle and fun, or vicious and with ill-intent. In the game of seduction, it is usually done in a fun, charming way instead of the other way around. In business negotiations, frame games can become more hostile, as the more dominant player wins a short term negotiation on a deal.
Californication: Hank (David Duchovny) as an asshole on a blind date (he later seduces the same girl):
Hitch is an example of a dating coach.