Generalizing greatly of course, but here goes:
Action-based fiction is male power-fantasy with poorly articulated, helpless-yet-idealized female stereotypes.
Romance-based fiction is female power-fantasy with poorly articulated, helpless-yet-idealized male stereotypes.
But let's not forget that once upon a time romance was a male-oriented genre as well. And this is a bit "shot-in-the-dark" but I feel that sometime in the late 70's to early 80's the genre became heavy on the themes of female commiseration, and movies about damsels in distress became very distasteful. Both these things feel like an unvitation to your typical, male movie-goer.
I prefer a mix of both, myself. The Princess Bride, Cyrano de Bergerac and Brazil are some of my favourite films, and fit neatly into both categories.