Lahore, Pakistan – Web Desk: Veteran Pakistani filmmaker Syed Noor has admitted that casting social media star Jannat Mirza in one of his films was a “mistake,” raising questions about the growing trend of featuring digital influencers in cinema.
In a recently circulated interview clip, Noor said the decision to cast Mirza did not deliver the expected results, despite significant effort invested in the film’s production.
“Casting her turned out to be nothing short of a disaster,” he said candidly, adding that the film failed to attract audiences to cinemas.
According to Noor, one possible reason was that audiences already consume Mirza’s content regularly on platforms like TikTok and Instagram, reducing the incentive to watch her on the big screen.
He noted that, in the past, film stars commanded dedicated audiences who eagerly awaited their releases. However, he said the dynamics of the entertainment industry have changed, and social media popularity alone is no longer enough to ensure box office success.
Noor stressed that strong storytelling, compelling performances and cinematic appeal remain essential for a film’s success, regardless of an actor’s online following.
His remarks have sparked debate within Pakistan’s entertainment industry over the increasing reliance on social media personalities in films and the challenges of converting digital fame into box office performance.
