1. A method comprising: extracting entities associated with multimedia content, wherein the entities include values characterizing one or more objects represented in the multimedia content; generating, for rewriting a query related to the multimedia content, one or more query rewrite candidates based on the extracted entities and one or more terms in the query, wherein the generating is performed when the query related to the multimedia content is received from a user; providing the one or more query rewrite candidates to a search engine; scoring the one or more query rewrite candidates based on characteristics of respective result sets resulting from the providing; ranking the scored one or more query rewrite candidates based on their respective scores; rewriting the query related to the multimedia content based on a particular ranked query rewrite candidate; and providing for display, responsive to the query related to the multimedia content, a result set from the search engine based on the rewritten query.