A man for all (box office) seasons.

To many in the local entertainment industry, Cody Cluff is some sort of movielike superhero who swooped into L.A. to save them from the evil bureaucratic Permit Monster.

But to some politicians and those he's met in other aspects of his life, Cluff is a cutthroat, inflexible right-winger they would rather never encounter again.

Almost everyone who has dealt with Cluff would probably agree, however, that he is passionate about his work.

That work is as L.A. Mayor Richard Riordan's assistant deputy mayor for entertainment industry affairs. He is also the designated top draft pick to become the head of a proposed merged Los Angeles County/City (or multi-city regional) film permit center.

"No matter what he undertakes, he believes in it. He takes on a mission, and it becomes a cause, and he sweeps everybody up in it," says Lisa Rawlins, a Warner Bros. vice president who Cluff describes as his best friend.

Cluff came to work for the mayor about a year ago, after having spent six years at the L.A. County Economic Development Corp., a private, non-profit business association devoted to the retention and creation of jobs and tax base in L.A. County.

Cluff's last job at the EDC was as executive director of the L.A. County film office. Less than a year after he left the EDC. he helped persuade the County Board of Supervisors to cancel the EDC's contract to run the office and bring it in-house.

Having streamlined film permitting at the City of Los Angeles, Cluff is now pushing for the merger of city and county offices, and the possible establishment of a regional office that would serve cities throughout Southern California.

Riordan and the County Board of Supervisors have thrown their support behind a merged city-/county film office. The L.A. City Council, however, is not so sure and is examining less drastic changes in the system (see story. page 1). Cluff remains committed to a full merger.

"I believe what I'm doing is right," he says. "Being right is more important to me than winning. ... In the end, it wouldn't devastate me if they picked someone else (to head the proposed merged office)."

But Rawlins says some in the entertainment industry are only supporting the merged office because they assume Cluff will be its director. Among Cluff's biggest fans is Kathleen Milnes, executive vice president of the Alliance of Motion Picture and Television Producers.

"I think he walks on water. I absolutely love this man," says Milnes. "He is indefatigable. He knows how to bring everyone together. He assumes everything is possible. He's made a tremendous difference."

The people who dislike Cluff the most are probably the former members of the Covina City Council, who were all recalled in 1993.

Cluff was a leader in the recall movement, which was based largely on the council's plan to continue a utility tax. A year later, the newly installed council approved an even larger tax.

"I believe strongly that people are paying too much taxes. I feel bad about that (new tax)," says Cluff. "I don't think the new council members worked hard enough (to balance the budget)."

Henry Morgan, former mayor of Covina, says Cluff and his allies orchestrated a smear campaign against the former council.

"He hired character assassins. He hired guys in Orange County who go through financial and look for stuff. I think his ethics are like zero," says Morgan. "It was all inflammatory rhetoric."

In addition to his life in the economic development/entertainment industry arena, Cluff enjoys parallel lives as: a politician in his hometown of Covina; an active Mormon, recently having served three years as a bishop presiding over a 500-plus-member congregation; and a family man and scout master.

"He is just a very interesting person," says Jack Kyser, chief economist at the EDC.

Cluff spent the early years of his childhood growing up on his, parents' dairy farm in Idaho. As his son would later grow up to do, Cluff's father changed careers more than once. The changes meant several moves - to Safford, Ariz., to the greater Phoenix area, and then to Southern California, where Cody Cluff decided to stay.

"I never liked moving as a kid. So as soon as I was old enough to decide, I stayed put," he says.

He worked as an accountant, which he says was "so tedious; I found it boring." Next, he worked as a corporate controller, where he made twice as much money, but it was "even more boring." So he went to work for the EDC in business retention.

"When he was picked by the EDC, I thought he was a mild-mannered, round accountant," recalls Milnes. "He turned out to be the best thing that ever happened to this (entertainment) industry in L.A."

The 36-year-old Cluff marvels at the fact that he's "probably had five or six careers already," including working as an ombudsman for the EDC reporting to the South Coast Air Quality Management District Governing Board.

While there, he accused some board members of spending too much on travel, and he tried to get them removed from the board.

"At the AQMD, he was one you couldn't sit down and work with," says Larry Berg, director of USC's Jesse M. Unruh Institute of Politics and former member of the AQMD board of directors. "He took policy disagreements personally."

Former Covina Mayor Morgan, a Republican and also a former AQMD board member, alleges that Cluff is part of a "dirty" right wing of the Republican party in the San Gabriel Valley that is trying to control all the Republican politicians.

"They expected me to vote the way they said and not listen to the other side. I'm not that Republican," he says. "It's their way or no way. The first time I didn't do what he wanted, he turned on me like a tiger."

Cluff says he doesn't consider himself a right-winger, but he's pleased to work for a mayor who shares his Republican ideas.

"I think government is trying to do too much for us. I have very strong views on things," says Cluff. "I like Dick Riordan. I like working for him. He's a good guy. We agree on issues related to my job. I feel very comfortable here."

Although he likes his job, Cluff said he hasn't gotten used to being on the government payroll as a paid bureaucrat.

"I'll never understand why it takes a year to process an expense report. I don't see government as a wonderful place to be," he says. "I see myself in between government and the private sector. ... Really, I have a lot of autonomy in terms of this office. So far, I haven't had to compromise any principles."

He says he and his wife enjoy attending movie premieres, political events and charity events, "but then there's someplace you need to go and be quiet." He enjoys reading and outdoor family activities, such as hiking, camping and canoeing.

"These kinds of activities give you a different perspective on life. Even when you think you can't make it, you can," he says.