Talk of Bollywood's publicity blitzkriegs and you'd say Ek Villain's PR team has hit bull's eye.
This Sidharth Malhotra-Riteish Deshmukh-Shraddha Kapoor-starrer looks slick, with a solid plot.
Little wonder then that the film is the newest talk of the town. The promos notwithstanding, there is an unmistakable air of intrigue about this film that makes it stand out from the crowd.
We take a look at some of them. Riteish Deshmukh - the villain?
Is he shedding his comic avatar at last? Be it Masti or Humshakals, Riteish has always been part of some of Bollywood's most nonsensical films. Could this be the beginning of an image-makeover for him? Ever since the first trailer was launched, Riteish's character has given a mysterious twist to the whole buzz around Ek Villain. Riteish the buffoon now comes with a blood-soaked face! Now that must be a definite first for his fans. His intense dialogue delivery style only adds to the excitement. Can he live up to the promise, or makes a bigger fool of himself? Let's wait for Friday. 'Hot' Prachi Desai
We've seen her docile side in films like Rock On! (2008) and Once Upon A Time In Mumbaai (2011), and in TV shows like Kassam Se (2006-9) and Kasauti Zindagi Kay (2006). Sweet and domestic is passe. Now open your eyes to Prachi the sizzler. Seen her in the song Awari yet? We are told that she plays Guru's (Siddharth) sister in the movie. Siddharth Malhotra - the real villain?
The silent, brooding Abhimanyu from Student of The Year turns negative here. Siddharth Malhotra, too, will be seen in grey shades in the movie, for the very first time. He plays gangster named Guru. Mohit Suri - the thrilling helmer
Mohit Suri is one director who has consistently delivered exciting thrillers. From Zeher (2005) to Kalyug (2005) to Raaz 2 (2009) and Murder 2 (2011), Suri has succeeded in bringing the darker shades of life to the silver screen. With Ek Villain, we hope, he has only grown. Dark gets darker
So who really is the bad guy in this film? Going by promos, one gets the feeling there is no perfectly sketched out hero or villain here. Can Bollywood pull off this experiment? We will tell you on Friday.