Syed Noor believes online popularity doesn't guarantee success in movies.

Experienced movie director calls casting Jannat Mirza in his film 'a mistake'.

BY Mahnoor | 09-May-2026

Syed Noor, a seasoned film director, has sparked discussion by suggesting that social media stars are becoming too powerful in Pakistani entertainment, and that online popularity doesn't always equal movie ticket sales.

Noor recently discussed in an interview clip, now popular online, how online habits have changed. This shift is changing how celebrities, movies, and public attention connect.

A famous Pakistani director believes that TikTok, Instagram, and being online all the time have made movie stars less special, which used to be a big draw for people to go to the movies.

The director thinks people don't go to movie theaters just to see actors they already watch on their phones. He believes that constant online content has changed how people enjoy entertainment, making big movie releases less exciting.

Noor compared the current situation to a time when Pakistani cinema was more popular. Back then, people looked forward to movies with their beloved stars, and going to the cinema felt special.

He mentioned that movies used to have devoted fans because they featured famous actors who didn't appear on screen much and their appearances were eagerly awaited.

When talking about the problem, Noor mentioned casting TikTok star Jannat Mirza in 'Tere Bajre Di Rakhi,' calling it a complete failure.

Even though they worked hard on making the movie, he said it didn't get many people to go see it in theaters.

Noor explained the poor turnout by saying people might not buy tickets when they can watch these stars for free on TikTok and other social media.

His words sparked a bigger conversation in entertainment, where producers are using online stars more and more to get young people to watch and make more money.

Noor argued that just being popular online isn't enough for a movie to do well in theaters. He believes a good movie needs a great story, believable acting, and the special feeling you only get from watching it on a big screen.

Becoming popular online might get attention, but it doesn't always create the emotional connection or loyal fans needed to sell movie tickets, he said.

These comments also highlight worries about Pakistan's movie industry, which is struggling against streaming services, short videos, and changing viewer preferences.

Filmmakers are looking for ways to make moviegoing popular again. Noor's view is a strong reminder that being famous online doesn't always mean a movie will be a hit.