Syed Noor says online fame has limits on big screen

Veteran filmmaker terms his decision to cast Jannat Mirza in film 'a disaster'

Veteran filmmaker Syed Noor has ignited debate over the growing influence of social media personalities in Pakistan's entertainment industry, arguing that viral fame and millions of followers are no guarantee of success at the box office.

In a recent interview clip circulating widely online, Noor reflected on how audience behaviour has transformed in the digital era, reshaping the relationship between celebrities, cinema culture and public attention.

According to the renowned Pakistani director, the rise of TikTok, Instagram and constant online visibility has weakened the exclusivity that once made film stars major attractions for moviegoers.

The director suggested that modern audiences no longer feel compelled to visit cinemas simply to watch personalities they already see daily on their phones. In his view, the endless stream of online content has altered how viewers consume entertainment and reduced the anticipation that once surrounded major film releases.

Noor contrasted today's environment with what he described as an earlier era of Pakistani cinema, when audiences waited eagerly for films starring their favourite actors and cinema-going itself carried a sense of excitement and occasion.

He said films once enjoyed loyal fan followings built around established stars whose appearances on screen remained limited and highly anticipated.

While discussing the issue, Noor referred to his decision to cast TikTok personality Jannat Mirza in 'Tere Bajre Di Rakhi', describing the experiment as "nothing short of a disaster".

Despite considerable effort invested in the production, he admitted the film failed to draw audiences to cinemas.

Explaining the disappointing response, Noor remarked that people may have felt little reason to purchase tickets when they could already watch such personalities regularly through TikTok and other social media platforms free of cost.

His comments have reopened a broader discussion within the entertainment industry, where producers increasingly turn to digital influencers in hopes of attracting younger viewers and boosting commercial appeal.

Noor, however, argued that online popularity alone cannot sustain a theatrical release. For the filmmaker, successful cinema still depends on core fundamentals: a compelling story, convincing performances and the immersive experience that only the big screen can provide.

Viral recognition, he suggested, may generate attention online, but it does not automatically create the emotional connection or audience loyalty required to fill cinema halls.

The remarks also reflect wider concerns surrounding Pakistan's cinema industry, which continues to compete with streaming platforms, short-form video apps and rapidly changing viewing habits.

As filmmakers search for formulas capable of reviving cinema culture, Noor's assessment offers a stark reminder that internet fame and box office appeal may not always belong to the same world.