It only took me a few years to figure this one out with the kids. Kids love watching movies and TV, but I really want to promote them reading. So, what we have done is started reading books to the kids, then watching the corresponding movies. This has my kids out of their minds wanting to watch the Harry Potter movies (we just finished The Prisoner of Azkaban). And, my son, even though we finished first book, has checked it out from the library to read on his own.
Let me have this moment! I may screw up my kids in other ways, but I can do at least one thing right.