Every user search has a purpose. Finding out movie times, researching a health concern or any of the million-plus possibilities are done with specific user search intent behind the action.
Even if the intent is somewhat whimsical, the searcher seeks a specific piece of information. For example, a group of friends out for drinks talking about a trip to Las Vegas and instantly doing a search for airfare. Micro-moments like this are opportunities for brands with a response that matches the intent behind the search.