This Bayes estimator Wikipedia example feels disconnected from the rest of the article.
I get the idea that $W$ is a weighted average of the movie's average rating and the global average rating, but not how the formula relates to the article's broader concepts. I assume that the Bayesian updating process consists of the reevaluation of $W$ (via the given formula) each time $v$ increments, but the example does not explicitly tie in the loss function or the Bayes estimator. It is unclear what expressions such as $a|\theta - \hat \theta|$ have to do with the rating system.
The entire article is a bit confusing to me, so I'm trying to use the movie example to ground the concepts. Which piece in this example is the loss function and which piece is the Bayes estimator? Why are they useful when the formula for $W$ is already explicitly given?
In the motivation for the formula, we imagine that every movie has an unknown true rating; this is the unknown parameter $\theta$. The true rating is a parameter, because the actual ratings that users give to the movie are i.i.d. samples from some distribution with mean $\theta$.
The value $W$ is the estimator $\hat \theta$, based on $R$ (the average of $v$ samples from the distribution with mean $\theta$) and $C$ (the expected value of $\theta$ based on the prior).
Earlier in the Wikipedia article, we see similar formulas for the situation where "the prior estimate and a measurement are normally distributed". So, for example, let's suppose:
Then $R$, the average of $v$ movie ratings, is also normal with mean $\theta$, but it has variance $\frac{\sigma^2}{v}$. The formula on Wikipedia tells us that the posterior distribution is a normal distribution with mean $$\frac{\sigma^2/v}{\sigma^2/v + \Sigma^2}C + \frac{\Sigma^2}{\sigma^2/v + \Sigma^2} R = \frac{(\frac{\sigma}{\Sigma})^2 C + Rv}{(\frac{\sigma}{\Sigma})^2 + v}$$ and variance $\Sigma^2 + \frac{\sigma^2}{v}$. This is exactly IMDB's formula $W = \frac{Rv + mC}{v + m}$ if we assume that $m$ is the ratio between $\sigma^2$ (the variance in users' ratings of a specific movie) and $\Sigma^2$ (the variance in true ratings of movies).