These are DC test-market variants, thought to be distributed to a limited number of regions in the USA (Austin and St. Louis are often quoted as the two of the distribution points).
It is worth noting that the direct market at this time covered only around 20-30% of the overall comic distribution, with newsstand distribution still being dominant. These 35 cent variants
are also available as newsstand variants complete with a barcode in the UPC box (as opposed to having the DC logo and "Where the Action is!" which is present on the direct editions).
The 35 cent newsstand variant is shown below:
In addition to the above variants there is the standard direct variant (multi currency: 60 cents US, 25p UK, 75 cents Canada) but also other single price variants, namely the Canadian 75 cent newsstand
variant and the US 60 cent newstand variant, both shown below:
The US 35 cent variants are rare but there are certainly a limited number for sale at any given time on auction sites such as ebay.
It is difficult to know how many of these were produced so the print run figure is just an estimate; CGC had less than 10 copies of #1 listed in their census as of early April 2014.