To use an example I gave elsewhere. I order a cable from Amazon. It works. Therefore it met my expectations of a working cable. Yet, I think most people would interpret a 3-star rating as my being lukewarm on my purchase. I'm not. But what the heck do I expect a cable to do other than being a fair price and to work?
With respect to movies. Some movies get really built up and I go in expecting great things (e.g. Fury Road). I come out thinking they were just OK. So maybe 3 stars. But definitely not -1 or 2 stars. My personal expectations aren't necessarily a good baseline.
For movies I would love to have reviews in style: Somebody writes up their expectations before going to the movie, and then rates the movie according to that. I find most "press and critics" reviews useless as if somebody is not a fan of story-less action movies, then why the hell is he reviewing them.
The way I generally rate things falls in line with this idea:
5: Excellent
4: Pretty Good
3: Average; Unsurprising. Not Impressed, Not Disappointed
2: Kinda Sucks
1: Run Away
This definitely doesn't seem to be how everyone else is using the 5-star scale.
I think that a wording and iconography in 4 steps could be useful. -2 = something really bad happened, -1 = below expectations, 0 = happy customer, 1 = exceeded expectations. Forcing people to write a detail on any rating other than 0 would make most ratings 0. Angry people usually like to write comments anyways.