Apple has begun silently rolling out Genius recommendations for movies and TV shows the Apple TV, and the feature appears to be showing up automatically on many users’ devices.

The feature seems to be essentially similar to the Genius feature used on iTunes for Mac, as well as on iOS devices, displaying recommendations based on what you’ve rented or purchased in the past.

Rather than displaying the proper menu title, many are finding a new menu option named “ALT.Menu.MOVIE.GeniusItem” (pictured to the right, via @iRx on Twitter), with the title eventually changing to “Genius” after a while, suggesting that it may take a few moment for Apple TV’s to retrieve the change from Apple’s server.