'It was a disaster': Syed Noor slams influencer casting after Jannat Mirza debut flop

Veteran filmmaker Syed Noor has openly criticised the casting of Jannat Mirza in his 2022 Punjabi film Tere Bajre Di Rakhi, calling the decision a box office failure despite her massive online following.

Speaking during a recent television appearance, Noor said the film failed to attract audiences, stating that “it turned out to be a disaster,” adding that people simply did not show up to watch it in cinemas despite the effort that went into its production.

He attributed the lack of turnout to Mirza’s digital accessibility, explaining that audiences had little incentive to pay for a ticket when they could already consume her content online. According to Noor, viewers effectively chose to watch her “for free on TikTok rather than buy a cinema ticket.”

Drawing comparisons with Pakistan’s cinematic past, Noor highlighted how stars once commanded loyal theatre audiences. He said actors like Waheed Murad, Mohammad Ali and Nadeem Baig had dedicated fan bases who would turn up specifically for their films.

In contrast, he argued that such star power no longer exists today, noting that actors currently do not have the kind of pull that compels audiences to wait for and watch their films in cinemas.

Noor also expressed concern over what he described as the decline of the film industry’s production culture, saying the system that once supported strong storytelling and star-driven cinema has largely weakened. He recalled how, in earlier decades, audiences would even flock to cinemas to see what stars like Shamim Ara were wearing on screen.

Tere Bajre Di Rakhi, released on Eid-ul-Fitr 2022, featured a cast including Saima Noor, Mustafa Qureshi, Iftikhar Thakur and Babar Ali, alongside Mirza and Abdullah Khan in lead roles.

Despite Jannat Mirza’s strong digital presence, with over 25 million followers on TikTok, the film’s performance has been cited as an example of the gap between social media popularity and box office success.