“I’m tired of selling reality,” Frank Luntz tells TheWrap. “It’s mean. Divisive. Negative.”
One of politics’ unlikeliest figures has come to
Frank Luntz, the arch-conservative pollster known as the research hammer by which the Gingrich revolution came down hard on President Bill Clinton, wants to take over research for the entertainment industry.
And you thought Arianna Huffington did a quick-switch job?
“I want to replace Joe Farrell,” said Luntz, wandering the halls of the Milken Institute conference on Monday in
Luntz clearly has a lot to learn in
But the pollster and Fox News analyst is serious about making his play. He’s bought a home in Santa Monica and is already doing survey work for Universal’s marketing chief Adam Fogelson and speaking to producers about other projects.
Why would he give up pollstering in American politics — where he has been so successful — for the movies?
Luntz, who sold his company, Luntz Research, to Omnicon in 2005, said he’s had enough of politics. “I’m tired of selling reality,” he said. “Reality sucks. It’s mean. Divisive. Negative. What
Luntz, who successfully helped kill the estate tax by recommending Republicans persistently call the proposal a “death tax,” says he has changed with time.
“I’m not as partisan as I once was,” he said. “I don’t like what politics has become.”
He denied having been part of the problem, the culture of political vilification, a reaction to which was the heart of the movement that brought Barack Obama to power.
He said that wasn’t him. “I did the ‘Contract With America,’” he said. “There was no mention of Bill Clinton in that document. And I don’t want to create a 30-second spot that makes people feel like s—.”
Luntz is not sure how he will get along with the arch-liberals of
“I’m a science experiment to them,” he said of
Nonetheless, Luntz aims to bring