I grew up in Ann Arbor and when I was a teenager, 30 years ago, I used to go to the free movies at the Modern Language Building often on Friday or Saturday nights. So I am not sure this is something recent to counter an alleged surge of drunkenness.
Someone on the thread asked about why that university had movies on Friday night and the girl said on the film that was the reason the university did that. I don’t know if that started recently or if they had been doing it for years. It sounds like a good idea to me. They can go there or not but at least it’s something to do on Friday night rather than indulge in risky behavior. :o)