It's an FPU thing (video link)

“That Thing at FPU” gets new and returning students together at the start of each semester. 

On August 30 each leadership group performed a skit to promote its work. The student activities board, for example, highlighted upcoming student activities. Between skits were drawings for gift cards for fun stuff like Starbucks and iTunes. The event concluded with a showing of the movie Thor on the University Green.  

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Source

http://news.fresno.edu/node/3527