In a recent interview, veteran director Syed Noor examined how digital culture has reshaped cinema?going, arguing that the constant online visibility of celebrities through platforms like TikTok and Instagram has eroded the exclusive allure that once drew audiences to theaters.
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.
