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Lori Loughlin likely to play villains, criminals if she’s found not guilty, expert says

Will Lori Loughlin return to ‘When Calls the Heart’ as a villain?

Lori Loughlin, right, stars as Abigail Stanton in the Hallmark series “When Calls the Heart.”
Lori Loughlin, right, stars as Abigail Stanton in the Hallmark series “When Calls the Heart.”
Ricardo Hubbs

Brand and reputation management expert Eric Schiffer had a feeling Lori Loughlin wouldn’t do so well in the press after the college admissions scandal broke.

And he doesn’t see the “When Calls the Heart” alum having much of career once the trial is through.

Loughlin faces the black death of Hollywood

  • Schiffer said that Loughlin faces something similar to the “black death” in Hollywood.
  • “I mean the producers aren’t going to touch her. And that assumes that she even is able to manage through this process,” Schiffer said.
  • “There is a high amount of producers that just will not touch her and certainly a studio because of the economic effect meeting advertisers is not going to work.”

Why Loughlin won’t return to TV

  • Loughlin made her career on TV shows like “Full House,” “When Calls the Heart” and “Fuller House.” Television shows require a lot of advertisements. It would be hard to sell Loughlin to those advertisers.
  • Schiffer: “It’d be different if she was on the movie side if she had a bigger movie career because you’re going far more direct but television requires advertisers and so because of that she’s created an epic scale mess for her career.”
  • Loughlin’s only hope, according to Schiffer, is being found innocent. She could use the verdict and the media attention to help her revitalize her career and create an “extreme comeback.’
  • “With a guilty verdict, and even her doing time, it’s going to be very difficult and will take time for her to get TV opportunities. Except for maybe playing villains, or characters that she wasn’t known for. And her brand isn’t align with.”
  • “The Dobermans of destruction in Hollywood will not be nice and easy on her. But producers may see an at an angle to benefit from the publicity post-guilty verdict could put her in as the evil bad character, the antagonist or the criminal, you know, of conspirer. So she’d end up playing roles similar to what she was alleged to have done.”

Loughlin may want to consider her roles

  • Longtime Hollywood crisis manager Howard Bragman told me back in November that Loughlin likely won’t know about potential roles until after the trial.
  • “I think she should see what’s being offered,” Bragman said. “I mean, that’s the first thing. I think it’s a little soon to start thinking about a role when this isn’t resolved yet.”