Veteran Pakistani filmmaker Syed Noor has admitted that casting TikTok personality Jannat Mirza in his film Tere Bajre Di Rakhi turned out to be a “disaster” after the movie failed to attract audiences to cinemas.
Speaking during a recent appearance on a private television programme, Syed Noor reflected on the film’s disappointing box office performance and discussed how audience viewing habits have changed in Pakistan’s entertainment industry.
The filmmaker said the movie was produced with significant effort and expectations but did not receive the commercial response the team had hoped for.
“People Already Watch Her on TikTok”
During the interview, Syed Noor openly acknowledged that the decision to cast Jannat Mirza may not have benefited the film commercially.
He said modern audiences already consume large amounts of content from social media personalities online, reducing the motivation to purchase cinema tickets simply to watch the same personalities on the big screen.
“People already watch her on TikTok,” Syed Noor said while explaining why he believed the casting choice did not generate strong box office interest.
The director’s comments have sparked debate online regarding the growing trend of social media influencers transitioning into mainstream television and film projects.
Changing Cinema Culture in Pakistan
Syed Noor also spoke about broader changes within Pakistan’s film and entertainment industry, saying cinema-going culture has evolved significantly over the years.
According to the filmmaker, earlier generations of movie audiences had a stronger emotional attachment to film stars and would eagerly wait for releases featuring their favourite actors.
He said that trend has weakened due to the rise of digital entertainment platforms, short-form video apps, and social media content consumption.
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Entertainment analysts say platforms such as TikTok, YouTube, Instagram, and streaming services have transformed how younger audiences engage with celebrities and entertainment content.
Film critic Omair Alavi said on May 7, 2026, that social media popularity does not always translate into box office success.
“Having millions of followers online creates visibility, but cinema audiences still expect acting ability, storytelling, and a theatrical experience that feels worth paying for,” he said.
Social Media Stars Entering Pakistani Films
In recent years, several Pakistani social media influencers have entered television dramas, music videos, and films as producers increasingly attempt to attract younger digital audiences.
Jannat Mirza remains among Pakistan’s most-followed TikTok personalities and has built a large online following through short-form videos and lifestyle content.
Her appearance in Tere Bajre Di Rakhi generated significant attention on social media before the film’s release. However, the online buzz did not convert into sustained ticket sales at cinemas.
Industry observers say the situation reflects wider challenges facing Pakistan’s film sector, which continues to struggle with declining cinema attendance, rising production costs, and competition from streaming platforms.
Pakistani Film Industry Faces Ongoing Challenges
Pakistan’s cinema industry has undergone major changes during the past decade, with filmmakers increasingly experimenting with digital marketing strategies and influencer collaborations.
But producers and directors continue debating whether social media fame alone is enough to guarantee commercial success in cinemas.
Syed Noor, known for directing several successful Pakistani films over the decades, said audience behaviour has fundamentally changed compared to earlier eras when film stars held greater exclusivity and influence over moviegoers.
The filmmaker’s remarks have since gained widespread attention across Pakistani social media platforms, where users continue discussing whether internet celebrities can successfully transition into mainstream cinema.
For many within the entertainment industry, the debate highlights the growing gap between digital popularity and traditional box office performance.
