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PrimeResi Quarterly Journal

The handbook of the luxury property industry

Click on the cover to find out more

PRQ7

Online agent markets Ben Wheatley’s ‘High Rise’ penthouse for £110,000

eMoov may not be everyone’s cup of tea, but they do come up with some lovely clickbait marketing hooks… This one sees the online estate agency team up with StudioCanal...

eMoov may not be everyone’s cup of tea, but they do come up with some lovely clickbait marketing hooks… This one sees the online estate agency team up with StudioCanal to “market” apartments in the titular development of JG Ballard’s High Rise – which Ben Wheatley has just made into a movie starring Tom Hiddleston and Sienna Miller (in cinemas from 18th March).

Ben Wheatley High Rise JG Ballard Hiddleston Sienna Miller

The film is based on Ballard’s deeply influential 1975 novel which tells of dystopian turf wars in a luxury Docklands tower block, where the property management side of things isn’t quite up to scratch and affordable housing elements aren’t brilliantly integrated; imagine an adult Lord of the Flies set in a bleak Erno Goldfinger-designed One Hyde Park. Wheatley, the new film’s director, has said that “the book makes as much sense now as it did then. It was written in the ’70s, projecting itself into a near future, but we live in that future now. We’re almost in a new version of the ’70s.”

eMoov has stuck up a listing on its website for “Luxury Apartments” in “The High Rise”, populated with screenshots from the forthcoming movie, and priced according to 1975(ish) values (£110,000 for a four-bed penthouse). Have a look at the full listing here.

Wheatley High Rise BallardBallard High Rise Wheatley Ballard High Rise Wheatley Ballard High Rise Wheatley Ballard High Rise Wheatley Ballard High Rise Wheatley Ballard High Rise Wheatley

The film, incidentally, was mainly shot in Belfast.

Buy a copy of Ballard’s novel here

All images courtesy of eMoov and StudioCanal

emoov.co.uk/the-high-rise

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