Begum Jaan came last week and opened to the lowest numbers of all the small / medium films be it Ok Jaanu, Phillauri or Naam Shabana and that despite it being a holiday but worse looks set to come this week with Noor. This is looking to be the worst of the lot before the fireworks with Bahubali (dubbed) next week. Basically Noor is everything a Hindi film should NOT be as its a typical urban slice of life film which offers no action, comedy, romance, drama or emotions and at least one of these is needed just to get the audience interested let alone have a successful film. On top the storytelling style looks totally alien for the audience.
A slice of life film like Dear Zindagi may have worked recently but that is due to Shahrukh Khan, the same film without him is a flop even with an Alia Bhatt. Here with Noor there is no Alia Bhatt but Sonakshi Sinha. Last week's Begum Jaan had Vidya Balan and Sonakshi Sinha may possibly be more popular but the promos are worse than Begum Jaan and thats the telling fact. Begum Jaan had a poor promo but the content could not be written off but with Noor there seems no content also. There are a few peppy songs but they look an after thought as they don't seem to have space in the narrative that the theatrical trailer presents. This makes sure half decent songs add nothing to the film.
The film will probably have the lowest opening numbers of a well promoted film in recent times and they could be so low that the film will find it impossible to recover.