As the Earth Turns (Warner Bros.) (1934)

NSS SE THE comPLeTE NO BUNK campaien OPENING NIGHT “Hollywood” opening with kleig lights, floral decorations, local radio describing celebrities as they enter. Short speech over mike by author Gladys H. Carroll. Special invitation list filled in “opinion cards” indicating whether they desired more pictures like AS THE EARTH TURNS. PUBLICITY Angle “Hollywood’s first picture without hokum” was solely responsible for 100% cooperation and enthusiasm of Dallas Morning News. Publicity received in the News (which paper is credited with the ability to make or break any theatrical enterprise) was the greatest in the memory of executives of the Interstate Circuit. “No hokum” idea helped for two reasons; first, it —! secured cooperation and interest of critics in an original angle, and second, it aroused natural curiosity concerning just what a picture with ‘no hokum’ would be like. LONG DISTANCE PHONE BROADCAST Dramatic critic of the Dallas Dispatch, interviewed Jean Muir by long distance Thursday night, March Ist. Both ends of the telephone conversation were broadcast over station WRR. There was no cost except toll charges of the call itself. Critic gave this stunt a big advance build-up in the Dallas Dispatch. 70,000 TABLOID NOVELS Tabloid novel (condensed version of the story) was inserted in in-town ciréulation on Thursday and outj lying circulation on Friday issue of the Dallas Dispatch (total 71,000 circulation). PERSONAL APPEARANCE OF AUTHOR ™ Mrs. Carroll attended the premiere. “Literary teas” and press interviews were arranged. She was inter viewed over three radio stations—KRLD, WFAA and WRR. She was met at the train by photographers from all papers. BOOK DEALERS ; 1 } | Maemillan Company, publishers, arranged a personal appearance tour of Gladys Hasty Carroll among the Dallas book shops. Book shops took advertising space in newspapers. Macmillan Company sent out a mail campaign on both the book and picture (6000 pieces). They arranged for window displays with all dealers. DALLAS FILM GUILD Film Guild sent 6000 letters appealing to recipients to support the picture and to ask others to support it. Two stuffers were enclosed in envelope with letprea? ter, one a reproduction of Phil M. Daly’s column on SEO, the picture. CIRCULAR Small circular was enclosed by several department stores with outgoing bills and also put in hotel letter boxes (5000 pieces). TRAILERS Trailers were placed on the screen at the other downtown houses. POSTING Two hundred l-sheets were sniped and hung in store windows. Two hundred large-size window cards were ie. -—=i™O_CSs allotcardin used. 3 Author Gladys Hasty C o hokun ‘drive. WOMEN’S PHONE TEAMS , a . me ortane 30 society and clubwomen were interested in the tees the ae WRR os. eee formation of “telephone teams.” Each captain formed * See Se So : : godt. ie LEV TET TSC T I TESTS SSCL CS ICTS ‘Holly Comet Y her own team. These in turn, called as many people * Dallas First WO RLD PREMIERE . 4 : = ag as they could reach in two days. The telephone con versation announced the coming of the picture to the —and the Motion Picture Industry's Most leportant Event! A | : Melba Theatre. re Gladys Hasty Carroll's Sensational Story of : oe PASSION WITHOUT BUNK yy a\\\ WIRES FROM AUTHOR CO AS TH E E A TH TU 7 i Using Mrs. Carroll’s name, arrangements were made a oe oe Ae for personal wires to movie critics, book reviewers, ones ger eetlb ae eh aih tara antes : : and various important executives in Dallas. Mrs. JEAN MUIR. % DONALD WOODS” ke Carroll also sent a copy of her book to the critics. : : e rel : : EMGHCR tbess freq ares . MELBA, Dallas FRIDAY, MARCH 2nd, 7:30 P.M. eS ‘ut BUT POSTAL TELEGRAPH (tn le An Aint i in in Bi SM a tsi ins te Birr Bo ir Se eich te Gn tne yn We ; Postal Telegraph Company made jumbo reproductions — _ we 2 of the wire in which Gladys Hasty Carroll congratu lated the Interstate Circuit on acquiring the world premiere. This was displayed in Postal and book store windows with several stills and a copy of the book. Envelope and package stuffers Page Four