KARACHI – Renowned Pakistani filmmaker and producer Syed Noor has sparked a debate in the showbiz industry by labeling his decision to cast popular TikToker Jannat Mirza in his film as a “disastrous experience.”
In a recently viral interview clip, the veteran director addressed the growing trend of casting social media influencers based on their massive following rather than traditional acting credentials. When questioned about his own unsuccessful experiment with this trend, Noor did not mince words.
“A Complete Disaster”
Syed Noor admitted that casting Jannat Mirza was a significant mistake. Despite the immense hard work put into the project, the film failed to pull audiences into the theaters.
“Taking Jannat Mirza in the film was nothing short of a disaster,” Noor stated during the interview.
The Social Media Paradox
Analyzing the failure, the director suggested that Mirza’s constant availability on social media might have worked against the film’s success. He noted that because fans see her daily on their phone screens for free, they felt little motivation to purchase a cinema ticket to see her on the big screen.
Changing Dynamics of Stardom
Reflecting on the evolution of the film industry, Noor highlighted that in the past, film stars maintained a sense of mystery and exclusivity, making their big-screen appearances a highly anticipated event. He pointed out that fame does not always equal bankability, as a huge social media following does not automatically translate into box office success. Noor emphasized that strong storytelling and genuine acting talent remain the fundamental pillars of cinema, which online popularity cannot replace.
This statement by Syed Noor raises a critical question for the Pakistani film industry: Is the reliance on digital influencers a shortcut to success, or a threat to the traditional charm of cinema?
