Director Syed Noor Calls Casting TikToker Jannat Mirza a “Disaster”

Veteran Pakistani film director and producer Syed Noor has criticized his decision to cast social media influencer Jannat Mirza in one of his films, calling it a “disaster.”

In a recent interview clip circulating on social media, Noor was asked about the growing trend of casting actors based on their popularity on platforms like Instagram and TikTok. Responding to the question, he said that casting Jannat Mirza did not yield the desired results.

“The film was made with great effort, but people did not come to cinemas to watch it,” he remarked.

Noor suggested that audiences may have felt no need to buy tickets to see someone they can already watch for free on social media. “People probably think they can already see her on TikTok, so why go to the cinema?” he added.

The director also reflected on changing audience behavior, noting that in the past, films had dedicated audiences who would eagerly wait for releases featuring their favorite stars. “That culture no longer exists to the same extent,” he said, highlighting the shifting dynamics of the film industry in the digital age.