Why John Ford?

This past December, Fox released the mammoth "Ford at Fox" DVD set, consisting of 24 of the director's films produced at Fox between 1920 and 1952.
This is quite rightly celebrated as a good move on Fox's part. Ford is indeed an important American filmmaker, and the body of his work deserves to be shown. The DVDs themselves are flawless, and contain beautiful transfers. Why, then, does this set cause me just a bit of disappointment mixed in with the gratitude toward Fox for releasing it?
The answer is quite complicated, but it involves several factors that have become very apparent to me in the last couple years. As film has come to be seen more and more as a niche interest, there has been more of an effort to advertise and promote "classic films" the way other companies advertise cars or clothing. As a result, certain directors come to represent successful brand names that can be used as kind of "flag words" in promoting a DVD set, say, or a broadcast on Turner Classic Movies.
The fact is, Ford, like many directors, made an overwhelming number of very average films. But how likely is it that you'll hear paid reviewers offer such an opinion of the lesser films on the "Ford at Fox" set? Or, more broadly, how likely are you to hear a negative opinion about a film being shown on Turner Classic Movies? These people are in the business of selling classic movies, and you're no more likely to hear a single dissenting remark about any film, no matter how bad or mediocre it may be, then you would be to hear a car salesman admit that his product has some flaws in it.
John Ford has become something of the American filmmaker equivalent of a Mozart, at least among those knowledgable about and appreciative of film. He's automatically called a genius, but how many people, outside of those literate in film, of course, can name one of his films? Or, how many have actually seen one of his films? Just to be clear, I don't mean to suggest that the majority of film historians or movie buffs have never seen a Ford film. Indeed, within the circle, so to speak, Ford is probably one of the most accessible and well-represented artists. But outside of that, I wonder how many people can now tell the difference between a Ford film and, say, Red River? I realize this is a controversial claim to make, and I'm sure that anyone reading this blog will fall out of their chair at the very suggestion. But go to the local gas station, or retail store, or restaurant, and ask someone to name a Ford film, and see what kind of response you get.
In addition, there is a very real concern that while Ford undoubtedly deserves such a tribute as the "Ford at Fox" set, there are many other directors from the same era who, because they lack the brand-name recognition value, will never have their work see the light of day again. As much as I undoubtedly admire Ford, there are at least a half-dozen other American filmmakers from this same period whose work I would like to own a comprehensive collection of. Off the top of my head, the most notable would have to be Frank Capra, whose pre-It Happened One Night work is sadly neglected. Henry King, to be sure, would be another one. King directed some of the finest films of the silent era, and continued well into the 1950s. His work is long overdue for re-evaluation. Another clear choice is Henry Hathaway, the director of such action films as Lives of a Bengal Lancer and The Real Glory. Hathaway, whose work includes such late-career greats as True Grit, is surely just as deserving of a collection of his work. What of Frank Lloyd, whose 1933 masterpiece Cavalcade remains the only Best Picture-winner not available in a digital home video format? King Vidor, surely one of the most diverse of American filmmakers of the period, is sadly neglected on DVD outside a few of his bigger titles. Finally, and perhaps most obviously, how about Josef von Sternberg, one of the supreme stylists of the 1930s American film? A couple of his collaborations with Marlene Dietrich are available, but what about his late-silent period films and early 1930s pictures such as An American Tragedy? (And Sternberg's films were all produced by Paramount, which would surely make a comprehensive collection more cost-effective from a licensing standpoint).
While I'm certainly glad to see Ford's work get the kind of proper presentation it deserves, I can't help but feel a tinge of disappointment for the directors whose work isn't deemed "marketable" enough (although, I know alot of people who'd gladly line up for Capra and Sternberg sets, and I would certainly welcome a Henry King set above the others any day of the week).
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