Freeform took a unique approach to creating a COVID-safe screening event—taking over 80 hotel rooms and giving media attendees private balcony views of a 70-foot rooftop screen to watch the first two episodes of original series “Cruel Summer.” The series is set in the 1990s, so the Freeform team made sure each hotel room had a stash of ’90s-themed treats, including Hot Pockets and Dunkaroos. Press events were pretty much nonexistent during this timeframe and those that did occur were often drive-in screenings. This vertical screening with the fun of a private room truly left an impression. The media buzz also helped this series from executive producer Jessica Biel make a strong impression. It was Freeform’s most-watched series and Hulu’s most-watched series. Cruel Summer averaged 6.8 million viewers per episode.