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

A Real Reason For An Editorial Editorial page publicity for a motion picture has tremendous selling appeal. Editorial comment is not easily obtained, but newspapers are always looking for editorial material. ‘‘As The Karth Turns’’ lends itself peculiarly to that purpose, particularly in those communities where the papers have a large suburban and rural circulation. It is well worth the effort. The editor, or editorial writer, of the local newspaper should be invited to see the picture; then show him this prepared editorial. (Prepared Editorial) Getting Back to the Farm It is becoming increasingly hard to reconcile the wails of the farmers for aid, the efforts of one branch of the Federal government to curtail production by buying and destroying acreage, and the constant turmoil over Farm Loans, with the governmental inspired ‘‘Back to the Farm’’ movement. If the situation of the farmer is as bad as his proponents, in and out of Federal bureaus, would have us believe, if one of the principal activities of the government is to stop production of food stuffs in order to raise the price of commodities, then why add to the complexities of the problem by placing on farms thousands of families who know little or nothing about agriculture, and supporting them until they have learned how to wrest a livelihood from the land itself ? Perhaps the best answer is contained in a remarkable motion picture based on the very popular novel written by Gladys Hasty Carroll, ‘‘As The Earth Turns.”’ Henry L. Menken, widely quoted publicist, characterized the farmer as a lazy loafer who wants to raise one crop a year and be nursed through the rest of the time by the “government. ““As The Earth Turns’’ both affirms and denies the charge. The book, and the film, which incidentally is marked by its freedom from the hokum that has characterized so many screen offerings, show that President Roosevelt is entirely correct in one respect—the worker can find independence, sustenance and self respect on the farm, when industrial centers have closed the door of opportunity to him. Families unable to cope with the cities and placed on farms, can be rehibilitated—but they must be the right kind of families. The soil is no place for the shirker or dwaddler. 18-FT. POSTER CUTOUT Believe it or not, it’s an 18-foot cut-out made from the 24-sheet! What a flash it will make on top of your marquee; or set it up on an open parking lot. Lighted up for night flash—it can be seen from a distance. School Debates Contact the president of the debating societies of two rival high schools. Invite their two teams to a preview of the picture. Then arrange a debate on ‘‘The relative merits of country and city life,’’? in relation to Donald Woods’ problem in the picture, and his choice of country life. The debate can be held in your theatre on a slow matinee day, or in the auditorium of one of the schools. Special Preview Hold a special preview for educational leaders, including principals of high schools, presidents of clubs, noted 1iterary figures, etc. Get their endorsements of the picture, blow ’em up and show ’em in your lobby. This stunt is also good for a newspaper break. Have photographers snap the endorsements and get the signers’ comments for publication. = Jumbo Letter Write a giant letter to Warner Bros. Studios, with copy reading as follows: Warner Brose Studios Burbank, California Citizens of Tulsa wish to thank you for the remarkable screen produc-— tion of "As The Earth Turns," which we have just seen. The drama+ tization of this delightful story was so beautifully done, without the usual Hollywood hokum, that we wish to send you our heartiest congratulations for your step forward in the production of worthwhile motion pictures. We hope that you will continue giving us real pictures like this one. (signed) Display the letter in your lobby and ask the first night audience to sign it, making sure you get the well known names first. Farm Language Here’s a list of farm terms. Get your newspaper to print them for the benefit of those who will see ‘‘As The Earth Turns’’ and offer prizes for their correct identification. Also adaptable for lobby stunt. mow window—opening of. barn door for pitching hay hay rick—vehicle for carrying hay spreader—machine for distributing fertilizer tedder—machine for scattering hay ferkin—butter cask yoke—contrivance for preventing cows escape from pasture thresher—separates wheat from chaff reaper—bundles up wheat separator—eztracts cream from milk soapstone—heated rock used for warming tiller—type of plough press—cider extractor smokehouse—building for storing meat STUDIO STYLES TIE-UP . . . for SPRING! JEAN MUIR introduces the ‘‘Country Club’’ frock of checquered print with embroidered organdy bodice. Studio Style No. 933. (Mat No. 49—10c) Hollywood sets the styles and Studio Styles reproduces them for more than 100 leading merchants. Contact the Studio Style dealer in your town; he has advertising mats and window displays ready to tie-up with the star featured in the Warner Bros. picture you’re playing. For Studio Styles Store In Your City Write: STUDIO STYLES, Inc. 530 Seventh Ave., First Timers New York City Inquiring Reporter Find a man in your town or vicinity who has never seen a motion picture in his life. Send a ear and chauffeur to take him to the preview and back home again. Be sure to have the newspaper boys posted for photographs and interviews after the picture, getting his reactions to movies in general and this one in particular. This is the kind of sunt the papers go for, so play it up big, adding any trimmings that the situation may call for. Play it up big and it’ll make the front page. Persuade your newspaper to send a reporter out to people on the street. Interest in this is heightened if a photographer snaps the pictures of those questioned. Award guest tickets to the answers printed in the paper. Here’s the question: ‘‘In ‘As The Earth Turns,’ the current attraction at the Strand, Jean Muir tells Donald Woods, a neighbor who is in love with her that there is a difference between “falling in love and love.’’ WHAT DO YOU THINK IS THE DIFFERENCE? SEARS-ROEBUCK TIEUP All Sears-Roebuck stores have been supplied with special window display material leaving room for your date. Tell them as soon as it’s set—added stills, cutouts and catchlines from you will complete the display. It’s a big one! Page Eleven