The Agony of Frank Luntz

Luntz would also like to break into Hollywood as a consultant, but he can't get his calls returned. He can't figure it out. He thinks it must be a partisan thing. In every other industry, he says, 90 percent of his presentations result in a contract. But in entertainment, he pitches and pitches and pitches (he wouldn't tell me which studios or shows) and things seem to go well, but then there's some excuse. Not this time. Not the right project.

If he could, Luntz would like to have a consulting role on The Newsroom, Aaron Sorkin's HBO drama. "I know I'm not supposed to like it, but I love it," he says. He feels a kinship with Jeff Daniels' character, the gruff, guilt-ridden, ostensibly Republican antihero, who is uncomfortable with small talk and driven by a "mission to civilize." "I love that phrase," Luntz says. "That doesn't happen in anything that we do."

When he's at home in Los Angeles, The Newsroom is the high point of Luntz's week. He turns off his phone and gets a plate of spaghetti bolognese and a Coke Zero and sits in front of his 85-inch television, alone in his 14,000-square-foot palace. "That's as good as it gets for me," he says.

But today, Luntz is late for his afternoon talk to a D.C. lobbying shop. "Am I whining?" he asks. "Just say it if I am." I tell him it sounds like he's going through something very real, very human. "I am nothing if not human," he says, breaking into a grin. "I'm super-human. I'm a human-and-one-fifth. My God, if I'm not careful, I'll have to go not to the big and tall but the big and bigger store!" And then he walks away toward the elevator, off to do his soft-shoe routine for another audience of the rich and powerful.

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Molly Ball is a staff writer covering national politics at The Atlantic.

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