diff --git a/setup.py b/setup.py
--- a/setup.py
+++ b/setup.py
@@ -934,7 +934,12 @@ setup(name='mercurial',
       package_data=packagedata,
       cmdclass=cmdclass,
       distclass=hgdist,
-      options={'py2exe': {'packages': ['hgdemandimport', 'hgext', 'email']},
+      options={'py2exe': {'packages': ['hgdemandimport', 'hgext', 'email',
+                                       # implicitly imported per module policy
+                                       # (cffi wouldn't be used as a frozen exe)
+                                       'mercurial.cext',
+                                       #'mercurial.cffi',
+                                       'mercurial.pure']},
                'bdist_mpkg': {'zipdist': False,
                               'license': 'COPYING',
                               'readme': 'contrib/macosx/Readme.html',