Blog: The phrase of choice was "piece of ass" as Gemma Arterton declared she was no longer going to work on films where women were hired for vital statistics not remotely connected to their acting talents.
She has accused film executives of having little respect for women, maintaining that she was tired of roles that exploited women.
Now, Gemma love, it's all well and good standing up for women's rights like this. Of course we all want to, and should, applaud such a statement or even just such a sentiment. But you could have chosen a better moment to make your point. It's a little hollow when, and in your own words, that "piece of ass" is currently packing out cinemas thanks to the tiniest pair of hotpants.
In fact, they're the kind of hotpants that would have Kylie spinning around as that filmsy piece of fabric is about to give her own famous gold pair a run for their money.
Now, I'm sure that army of male fans will agree it's a lovely rear, but its starring role in Tamara Drewe does little to promote the notion that women should be treated as more than a piece of meat.
The question is, can we as women forgive poor Gemma for her ill-timed outburst. It has not done any of us any favours seeing as she has, in the main, just made a fool of herself – I mean, there's no mention in her tirade about what she thinks of her most recent role, suggesting she hasn't grasped the irony.
She's also young, at just 24 years of age, and we all know a pair of hotpants does not a talented actress make, but the right pair can certainly boost a fledging or even faltering career in the right direction.
But did Gemma really need to make her daring display on the big screen or anywhere else for that matter? The British beauty already has a career most young wannabes her age would do anything for – even before the hotpants.
And she launched her career as a Bond Girl, for crying out loud. It was a sophisticated role which had her well and truly established as a red carpet favourite (where by the way, Miss Arterton, you're also no stranger to flashing the flesh to get your work noticed).
So this sounds like an ego on a trip and not a very pretty one. Or it's someone who now bitterly regrets accepting a role which has become all about a pair of a pants and is not willing to admit it. For my part I'll admit I haven't seen it so I can't say if the performance or just the costume was pants.
But a word to the wise, Gemma - get down off your high horse for now and by all means put your money, and your wardrobe, where your mouth is.
Then we might just stand up and give you a belated round of applause for a stand well made.
By Tracey O'Sullivan