Bollwyood's leading man, Akshay Kumar, breaks controversial new ground in his latest Hindi release, Bhool Bhulaiyaa.

Akshay Kumar in Bhool Bhulaiyaa

In a role challenging centuries of superstitions and beliefs widely held in India, this psychological thriller is being released by Eros International in the UK cinemas to coincide with the nationwide Eid celebrations.

As Akshay Kumar's career reaches greater heights, this evolving star continues to display fearlessness in mastering various film roles.

They not only push his own boundaries as one of Bollywood's most accomplished actors, but also challenge the norms and conventions of film-making, as well as human beliefs.

Such ambitions are perfectly observed by his role in Bhool Bhulaiyaa.

Directed by award-winning Priyadarshan, of Dhol (2007), Bhagam Bhag (2006), Chup Chup Ke (2006) and Malamaal Weekly (2006) fame, Bhool Bhulaiyaa teams Akshay Kumar with a host of other stars from the creme of Bollywood's new 'brat pack'.

Filmed against the spectacular backdrop of Jaipur, Bhool Bhulaiyaa is set in a small Rajasthani village, steeped in superstition and conservatism.

Badri (Manoj Joshi) heads a Brahmin family whose ancestral palace is believed to be possessed.

Akshay Kumar in Bhool Bhulaiyaa

On returning from America, Badri's son, Siddharth (Shiney Ahuja) and daughter-in-law, Avni (Vidya Balan) decide to spend a month in the palace, despite family objections.

As unnatural events begin to unfold and demons begin to surface within the psyche, a motley crew of black magicians and witch doctors are called upon to perform an exorcism of the evil spirits.

But these age-old conventions are challenged by the arrival of a psychiatrist from America, Dr Aditya Shrivastav (Akshay Kumar), and friend of Siddarth, who uses modern analytical techniques to find an answer.

Within the traditional conventions of Bollywood filmmaking, Bhool Bhulaiyaa intelligently challenges ancient and deep rooted belief systems that continue to influence large parts of India and the developing world.

Blending thrill with humour revealing undiscovered dimensions of human psychology, the film introduces the arguments of reason versus emotion and science versus superstition.

Destined to be another blockbuster, Bhool Bhulaiyaa, is predicted to open to packed auditoriums as the Eid celebrations begin in full swing this week.