Sex sells at the box-office and no other film-maker could better endorse this contention than Mahesh Bhatt, who feels that sex does assure the film a guaranteed initial draw at the box-office.

'Sex like violence works at the box-office and like other film-makers, I too use it as an element for the commercial draw that we film-makers seek.

"I have no regrets about it because it is the reality of life,' Bhatt recently revealed while talking on the element of sex in all his films on the sets of his forthcoming film ZEHER.

However he went on to add, 'Sex alone isn't enough to sell a film. If MURDER has run for 50 weeks, there is definitely a reason for that, which is bigger than its sex appeal, which is the story of the film about a lonely woman who derives satisfaction out of wedlock,' he added.

Bhatt's ZEHER revolves around an extra-marital relationship has Emraan Hashmi and Udita Goswami, playing the roles of two forbidden lovers, with Shamita Shetty playing the role of Emraan's wife.

The film is directed by his nephew Mohit Suri.