Veteran Pakistani filmmaker Syed Noor has described the casting of TikTok star Jannat Mirza in his film as a “disaster,” while reflecting on shifting audience behavior and the declining impact of traditional star power at the cinema.
Speaking during a recent appearance on a private television program, Syed Noor discussed the box office performance of his film Tere Bajre Di Rakhi, stating that despite significant effort in production, the movie failed to attract audiences to theatres.
He openly remarked that casting Jannat Mirza did not deliver the expected results, calling the decision a “disaster” in hindsight. His comments have since sparked discussion across social media and entertainment circles in Pakistan.
According to Syed Noor, modern audiences already engage with digital creators on platforms such as TikTok, which reduces the novelty of seeing them on the big screen. He explained that viewers may not feel compelled to purchase cinema tickets when they can already access similar content freely online.
“People already watch her on TikTok,” he noted, highlighting how changing consumption habits are reshaping the entertainment industry and challenging traditional film marketing strategies.
The filmmaker also discussed the broader transformation of cinema culture, stating that earlier generations of audiences would eagerly wait for film releases featuring their favorite stars. In contrast, he believes that today’s viewers are less dependent on theatrical releases and more driven by instant digital content.
Syed Noor emphasized that the entertainment landscape has evolved significantly due to social media platforms, where influencers and creators build large followings outside the traditional film industry. This shift, he suggested, has altered how audiences perceive celebrity appeal in cinemas.
The remarks have reignited debate within Pakistan’s film industry regarding the integration of social media personalities into mainstream cinema. While some see influencer casting as a strategy to attract younger audiences, others argue that digital fame does not always translate into box office success.
Industry observers note that the rise of short-form video platforms has fundamentally changed content consumption patterns, forcing filmmakers to rethink casting decisions and promotional strategies.
Despite the criticism, Jannat Mirza remains one of Pakistan’s most followed digital influencers, with a strong presence on social media platforms where she continues to engage millions of fans.
The discussion surrounding Syed Noor’s comments highlights the ongoing tension between traditional filmmaking and the rapidly evolving digital entertainment ecosystem.
