'Commercial considerations may have coloured the second movement of the storytelling,' director Kannan Iyer explains.
The film's lead actors -- Emraan Hashmi and Huma Qureshi -- accompanied Ekta.
It's a highly original film in its approach and a strikingly ambitious effort for the genre.
Here's a look at the hits and misses at the box office this week.
Huma Qureshi's powerhouse prowess isn't limited to author backed roles. The lady can sure burn the dance floor. Sukanya Verma gives you proof.
Watch the trailer and tell us!
Sukanya Verma quizzes you to find out just how much you know about the movies.
Sukanya Verma quizzes you to find out just how much you know about the movies.
Sukanya Verma quizzes you to find out just how much you know about the movies.
Sukanya Verma quizzes you to find out just how much you know about the movies.
Sukanya Verma quizzes you to find out just how much you know about the movies.
Sukanya Verma quizzes you to find out just how much you know about the movies.
Sukanya Verma quizzes you to find out just how much you know about the movies.
Sukanya Verma challenges you to find out just how much you know about Hindi movies.
Sukanya Verma quizzes you to find out just how much you know about the movies.
The actor sought blessings a day before the release of his new film, Ek Thi Daayan.
Earlier, the late Rishi Kapoor had been roped in to play the father while Ranbir Kapoor -- who shares his birthday with Abhinav -- was to play Bindra.
'Yes, my son will watch Raja Natwarlal. I'll just cover his eyes when the kissing comes around so that he doesn't go, 'Wait, that's not mom,' Emraan Hashmi gets candid with Sonil Dedhia.
Ek Thi Daayan lead stars put up a spooky performance at the film's official launch.
Lootera stars unveil the film's first trailer.
Emraan Hashmi is in his fine form as he gave a brilliant performance in his latest film Ek Thi Dayan.
The actress will kick off Ekta Kapoor's new TV series, Ek Thi Naayka, this weekend.
The shoot is currently on in Punjab.
Are Emraan Hashmi's thrillers popular?
Pooja Gor talks about her stint in Ek Thi Naayika, to be aired this weekend.
Ek Thi Daayan will release on April 19.
Ekta Kapoor and Vishal Bhardwaj launch their new show, Ek Thhi Naayka.
Here are some of the formidable female spirits of Bollywood.
Meet the Daayan from Ek Thi Daayan -- Konkona Sen Sharma, Kalki Koechlin and Huma Qureshi.
After impressing with his cop act in Mumbai Saga, Emraan Hashmi returns to his favourite genre -- the suspense thriller -- with Chehre.
...But ends up being oddly moving, says Sreehari Nair.
Friends and colleagues console Vishal Bhardwaj who lost his mother on Sunday.
When done well, these horror movies do pretty well at the box office.
The biopic will be directed by Kannan Iyer.
Where the larger-than-life villain hogged the show by hurting the hero or throwing hurdles in his path, the role of his female counterpart has evolved from seductive sidekick to she-devil.
'Yes, my son will watch Raja Natwarlal. I'll just cover his eyes when the kissing comes around so that he doesn't go, 'Wait, that's not mom,' Emraan Hashmi gets candid with Sonil Dedhia.
With Kareena Kapoor pregnant with her second child, and Anushka Sharma with her first, Joginder Tuteja looks at the careers of the newer generation of mums over the years.
It goes way beyond a fantastic team!
'Stree's allegorical approach doesn't interfere with its need to endear and entertain.' 'Important ideas of empowerment and item songs as well as chills and chuckle coexist to fulfil its objective of thoda hasao, thoda darao,' says Sukanya Verma.
'People always associate being thin or fit with starving yourself. I keep reading articles about actors doing some orange diet, eating one banana and black coffee a day. We grow up with so many insecurities and want to look like those air-brushed models we see.'
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