Syed Noor Criticizes Casting of Jannat Mirza in Film, Calls It a “Failure Experience”

Veteran Pakistani film director Syed Noor has sparked discussion in the entertainment industry after criticizing the casting of social media star Jannat Mirza in one of his films. In a recent interview clip circulating widely on social media, the director openly described the decision as a disappointing experience, saying it did not deliver the expected results at the box office.

During the interview, Syed Noor was asked about the growing trend of casting influencers and social media personalities in films based on their online popularity and follower count. Responding to the question, he said that casting Jannat Mirza in his film turned out to be a “failure experience,” adding that despite significant effort in production, the film failed to attract audiences to cinemas.

Film Industry “Cannot Be Revived,” Says Veteran Director Syed Noor

He further explained that modern audience behavior has changed significantly. According to him, people now frequently see such personalities on platforms like TikTok and Instagram, which reduces their interest in watching them in cinemas. This shift, he suggested, has impacted traditional film viewership and audience expectations.

Syed Noor also reflected on the earlier era of Pakistani cinema, stating that films once had dedicated audiences who eagerly waited for releases of their favorite stars. In contrast, he believes today’s audience does not show the same level of anticipation for film releases, which has affected the overall performance of many projects.

The comments have sparked debate online, with some agreeing that social media fame does not always translate into film success, while others argue that digital influencers bring a new audience to cinemas. The discussion highlights the ongoing transition in Pakistan’s entertainment industry, where traditional filmmaking is increasingly intersecting with the world of social media and digital fame.