Conventional search engines are based on matching words and phrases and not what the terms actually mean.
Entity-based search engines are designed to understand the meaning of the phrases entered by a searcher and deliver specific results. The results are people, places, books, or movies (or links to pages representing them).
Next-generation search engines will understand the concepts behind the queries and anticipate what you need before you’re able to articulate it.
Rich snippets are currently displayed based on the content of the web page. Future extended rich snippets could combine data from multiple sources or link to multiple sources directly in the snippet. This is known as Content-Centric Networking. The resulting rich snippets may contain related entities, more locations where a movie is being shown, etc. The choice of which sites to trust when it comes to sourcing such structured data can be based on the Page Rank algorithm, i.e. the popularity of that source.