Lahore: Renowned Pakistani filmmaker and director Saeed Noor has described his decision to cast popular TikToker Jannat Mirza in a film as a “disastrous experience,” sparking renewed debate over the growing trend of social media influencers entering mainstream cinema.
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In a recently circulated interview clip on social media, the director was asked about the increasing practice of casting digital influencers in films based on their online following. Responding candidly, he said that his experience with Jannat Mirza in a film project did not yield the expected results.
Saeed Noor stated that despite significant effort and investment in the production, the film failed to attract audiences to cinemas. He suggested that one possible reason was that viewers already had easy access to the influencer’s content on social media platforms, reducing the incentive to watch her on the big screen.
The filmmaker reflected on the changing dynamics of the Pakistani film industry, noting that in the past, film stars had dedicated fan followings who eagerly awaited their releases. However, he argued that in today’s environment, social media popularity alone is not enough to guarantee cinematic success.
He emphasized that successful films require strong storytelling, effective performances, and the unique appeal of cinema itself, rather than relying solely on online fame or follower counts.
His remarks have reignited discussion within the entertainment industry about whether digital influencers can successfully transition into traditional film roles, or whether cinema demands a different set of artistic and performance skills.
