Though some won't like it, Facebook is pretty powerful, it can even take down part of the internet as an articlestated few days ago. And to have those numbers is actually pretty impresive. Definitely ads are a great source for revenue (google, radio and tv, anyone?)
Facebook is in for the profits. Movies via facebook will either be paid for, in which case people will want to enjoy them fully (not mobile), or filled with ads.
People with disposable income won't be watching movies on the go. Short clips maybe, but not whole movies.
I predict failure here.
Fitness Facebook App: will automatically post an "I'm so ugly" picture or comment whenever you fail to match your routine goal.
Will of course monitor the user in every way possible to determine it, (and also determine shopping habits).