The movie Machete appeals to guys more because of the color scheme and weapons that would hint violence during the movie.
Valentine's Day appeals to women. The pink heart attracts women to watch the movie because most guys don't like pink. The heart not so much appeals to women as much as the pink as seen in the transformed version.
Here is my version of Valentine's Day that would appeal more to guys. I changed the pink to a bloody red to symbolize violence along with the weapons added. Also the heart seems to be dripping blood.