As reported on WSJ.com, movies are being used to sell high end homes.
On a recent afternoon, actors stood around a kitchen pouring glasses of fake sparkling wine. A cameraman operating a dolly stood ready.
"It needs to look like, 'I want to be in that house, be in that group,' " said Curt Hahn, a director of thousands of television commercials and producer of the 2008 movie "Two Weeks," starring Sally Field. Now, he was at work on his latest project.
The camera focused on a man in a vest pouring drinks, then panned to show the movie's real star, the 470-square-foot kitchen with walnut floors, granite countertops, under-cabinet lighting and a large central island under a skylight. This film has one purpose: to sell a 4,000-square-foot condominium with two wood-burning fireplaces and wide, gallery-style hallways in the West End neighborhood of Nashville, Tenn., listed for $1.795 million.
Minimovies and Hollywood-style trailers complete with scripts, musical scores and even action sequences are cropping up as a new way to pitch pricey homes and condominium buildings. According to the National Association of Realtors, 14% of sellers used video to help sell their homes in 2012, up from 9% five years ago. Mr. Hahn, the director and CEO of Film House, said he shot his first real-estate minimovie in September of last year. He has since shot nearly 10, doing about one a week since June.