Zend certified PHP/Magento developer

Baffled by rsync filters in shell variables

I am baffled by rync filters, they seem to be specially designed to interact in the most confusing possible way with bash shell expressions. For example,

FILTERS="-f'- *.mov'"

gets expanded to '-f'''- *.mov''''
which yields Unknown filter rule: ‘- *.mov”

FILTERS="-f'- *.mov'"

gets expanded to '-f'''- *.mov''''
with the same result

etc

If you just type rsync ... -f'- *.mov' on the command line the filter works as intended.

Is there any sane way to pass a filter expression to rsync? Just looking to exclude all *mov files from the rsync.