Well it does not seems to be all about intent or interest, but just two distinct ways to provide insightful advertising. But still, the intent model of google

Well it does not seems to be all about intent or interest, but just two distinct ways to provide insightful advertising. But still, the intent model of google adwords seems so much more stronger, whereas facebook's interest model just look like a centralized and refined adsense. Google has long given emphasis to the long tail, the specialized interest that bring as much revenue as the mainstream one. The intent model is clearly stronger here, as searches have an explicitly parameterized specific content, whereas the interest model can only bring up revenue on frequent and common patterns (such as you say, movie tickets), since you cannot anticipate rarely occurring interests.