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Luxe real estate gets Hollywood treatment

It's got romance, mystery, sex appeal and sweeping shots of New York City. But this trailer isn't promoting a new movie. It's pushing a multimillion-dollar penthouse.

Ryan Serhant, a media-savvy Manhattan real-estate broker and a star on Bravo's "Million Dollar Listing New York," has just launched a teaser video promoting his listing of a $23 million penthouse in downtown Manhattan. The video shows a young couple going from a restaurant to a helicopter to a Ferrari, before winding up in the penthouse.

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The video is unusual since it doesn't show you actual pictures or scenes of the penthouse (you'll have to see it yourself). Yet the production is part of a new trend in high-end home sales: highly produced mini-movies.

In Los Angeles, broker Mia Trudeau spent thousands to make a $64-million listing look like a scene from a Martin Scorsese trailer.

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In New York, privately owned real estate firm, Related Companies, produced what amounts to a six-and-a-half minute mini-documentary about its luxury tower One Madison.

A rendering of a Penthouse at One Madison Ave.
Source: Related
A rendering of a Penthouse at One Madison Ave.

It's unclear whether the video has helped sales, but Rupert Murdoch recently paid $57 million for the top four floors.

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Serhant spent $50,000 of his own money to pay the camera crews, actors and chopper to make his video. While he doesn't appear in the production, he's confident the trailer will help.

"All exposure is good exposure," he said. Or at least, good entertainment.

View Serhant's trailer here. (Like CNBC, Bravo is owned by Comcast's NBCUniversal.)

—By CNBC's Robert Frank.

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