The Society encouraged its affiliates to ignore that scripture:
35 One thing is absolutely certain, Bible chronology reinforced with fulfilled Bible prophecy shows that six thousand years of man’s existence will soon be up, yes, within this generation! (Matt. 24:34) This is, therefore, no time to be indifferent and complacent. This is not the time to be toying with the words of Jesus that “concerning that day and hour nobody knows, neither the angels of the heavens nor the Son, but only the Father.” (Matt. 24:36) To the contrary, it is a time when one should be keenly aware that the end of this system of things is rapidly coming to its violent end. Make no mistake, it is sufficient that the Father himself knows both the “day and hour”! (Watchtower 15.08.1968, pp. 500-501 Why Are You Looking Forward to 1975?)