One way was the campus movie theater, which showed advanced screenings of movies. Basically, you signed up in an office ahead of time, and if you got their early enough, you'd get on the list. When the movie was over, there was usually a comment card to fill out. Over the the years, I saw movies such as Grosse Point Blank, While You Were Sleeping, PCU and a few other this way.
Another way was via the campus radio station I worked at, WFAL AM 680. Working in the music department, we had access to piles of free promo cds, most of which never got played on the air. We also sponsored concerts and other events, so when the Violet Femmes, Wally Pleasant or Ani DiFranco came to campus, we promoted it and got free tickets. We also sponsored movies, like the premier of Trainspotting and an anime festival. But the really good gets were the concert tickets outside Bowling Green.