LAHORE: Syed Noor, a filmmaker known for embodying the classic charm of Pakistani cinema, has openly criticized the decision to cast TikTok star Jannat Mirza in the film “Tere Bajre Di Rakhi.” Noor, who has witnessed the evolution of celebrity culture from packed theaters to digital platforms, described the casting choice as a “disaster.”
In a candid interview clip gaining traction on social media, Noor expressed his disappointment with the film’s performance, noting that despite significant efforts, audiences did not flock to cinemas. He questioned the logic behind expecting fans to purchase movie tickets to watch someone they already see daily for free on their phones.
Reflecting on the past, Noor recalled an era when film stars commanded a loyal following, with moviegoers eagerly anticipating new releases featuring their favorite actors, sometimes waiting months or even years. He contrasted this with today’s environment, where constant social media exposure has diminished the exclusivity and allure that once drew audiences to theaters.
The director emphasized that viral fame alone is insufficient to guarantee a film’s success. He argued that a compelling narrative, strong performances, and the unique cinematic experience remain essential components for attracting viewers.
Meanwhile, Noor’s remarks have sparked renewed debate within Pakistan’s entertainment industry, where producers increasingly cast digital influencers to appeal to younger demographics. His perspective highlights a challenging truth: a large online following does not necessarily translate into box office success.
