Towards the synthesis of symmetrical and unsymmetrical beta,beta-diarylacroleins for assembling diarylmethine fragments present in biologically important molecules, we have developed a new Weinreb amide (WA) based building block, derived from propiolic acid. The WA functionality present in this compound allowed the sequential addition of various arylmagnesium bromide reagents in a controlled manner. The developed methodology for the access to beta,beta-diarylacroleins has been utilised for the synthesis of biologically important 3-arylindanone molecules.