American Psycho real estate video used to sell Glen Iris apartment

Christian Bale’s Patrick Bateman is one of the great chilling performances, but how about this actor’s portrayal for a Glen Iris sub-penthouse marketing campaign? WATCH THE VIDEO.

Mikaela Day

2 min read

November 18, 2020 - 12:00AM

American Psycho comes to Glen Iris in the marketing of 302/19-21 High Street.

Christian Bale’s Patrick Bateman is one of the great chilling performances, but how about this actor’s portrayal for a Glen Iris sub-penthouse marketing campaign?

In the latest out-there video from Collings – an agency known for its creative approach to real estate videos – the eerie set of horror film American Psycho comes to Glen Iris.

The marketing video for 302/19-21 High Street features two of the movie’s most well-known scenes: an introduction to psychopath protagonist Patrick Bateman and the axe murder of a drunken colleague.

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When it’s not the set of an American Psycho remake, the three-bedroom apartment is light and bright.

Actor Christian Bale in a scene from film "American Psycho".

Real estate can be ruthless.

The marketing approach follows the success of a Joker-themed video that helped sell a Port Melbourne pad and an Eaglemont property’s James Bond-inspired clip.

Collings director Christian Gravias, who is marketing the property alongside Stefan Perera, said the choice of American Psycho was dividing the 10,000 viewers who watched the clip in the first 24-hours of it going live.

“There was obviously a reaction and that’s what we were going for,” he said.

“A lot of people questioned why someone was getting murdered in the property, but it was tailor-made for Facebook to create viral content. And viral content brings eyes to the property.”

The property’s marketing video notched 10,000 views in just 24 hours.

While the clip portrays the pad as the home of psychopath Patrick Bateman …

… it’s actually ideal for downsizers.

Christian Bale at his finest.

Mr Gravias said he had found the winning formula for new-age marketing.

“It works, without a doubt,” he said.

“This is the sixth video we have done and we get (more than) 100,000 views every single time. No other property video in Australia gets even close to anything like that.”

The Glen Iris apartment’s marketing took on a more “refined and slower approach” compared to the previous energetic videos in a deliberate move to try to entice the downsizer market.

“We try to cater these videos to the type of demographic who would purchase these properties,” Mr Gravias said.

The sub-penthouse is on the market for $1.6-$1.7m.

Mr Gravias said it was very likely the luxe listing would go viral.

The 2000 film is based on the novel by Bret Easton Ellis.

The three-bedroom, three-bathroom sub-penthouse apartment is in a boutique block of seven and features a modern, open-plan floorplan. It’s on the market with a $1.6-$1.7m price guide.

Mr Gravias said his agency was set to try and mix real estate with viral social media platform TikTok next, creating their own version of the Fleetwood Mac Dreams skateboard clip.

But don’t fret, there are more film-inspired marketing videos to come as well, with Sex and the City or The Wolf of Wall Street set to hit the internet soon.

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Originally published as American Psycho real estate video used to sell Glen Iris apartment

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