I think movies do play a valuable role in turning people on to the act of reading. I think that phenomenon just creates readers. At first they're going to love 'Harry Potter ' or they may love 'The Hunger Games ' but after that they're going to love the act of reading and wonder 'What else can I read?'
As long as any adult thinks that he like the parents and teachers of old can become introspective invoking his own youth to understand the youth before him he is lost.