As titles for television channels go, it certainly does what it says on the tin.
But critics have branded the naming of action movie network Movies4Men, which is owned by Sony and quietly launched nationwide last year, as “offensive” and “demographic box-ticking gone mad”.
The channel, which is available on Freeview, Freesat and Sky, claims that it is “dedicated to supplying non-stop entertainment for men” and specialises in action, war, westerns and classic films.
It also proudly declares on its website that it is “one of the last places to find quality drama”.
Jamie Graham, editor-at-large of Total Film magazine, said the name of the channel was “outmoded” and “offensive”.
“I think it’s wrong for everyone involved. It perpetuates this myth that men like one thing and women like another,” he said.
The action genre has included women for decades. In 1979, Sigourney Weaver took to the helm in Alien, while Linda Hamilton led five years later in The Terminator. Recent female action stars include Angelina Jolie and Jennifer Lawrence.
Mr Graham added, however, that there was still room for Hollywood to produce more films aimed at women.
Marie Berry, founding editor of feminist magazine KnockBack, said: “Gender as a descriptor gets more and more embarrassing as we try to move towards an equal, balanced society. I hope that, by the time the next generation are in charge of such things, they will cringe at names like this.”
Actor Nicola Bryant said: “Why not simply call it The Action Channel, as they do in Canada and France?
“Entertainment is not gender-exclusive any more than sport is. It’s demographic box-ticking gone mad… That [things] should be classified as belonging to men only is pathetic,” she said.