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If someone is not a reader when they are young, and it was not something that was part of their life growing up, then whether or not they become a reader later in life is going to depend, in part, on why they are not readers.
For example, there are some who are simply dyslexic. It is frustrating and extremely difficult for them to read because they don't perceive the letters in the same way most people do.
Then, you have the instant gratification folks ... if it's available as a TV show or a movie, then that's the way they want it. They don't care to put several hours, or several days, into teasing out of story from the printed page. They want it all neat and sewn up in 30 minutes or 2 hours.
I do remember my mother reading to me as a child, but during the period I learned the most about reading and learned to love it beyond most other activities (between the ages of 2 and 4), I was not with my mother, so I learned to read simply to keep myself entertained.
These days, if I were simply a child trying to keep myself from boredom, I might turn to something other than a book .... DVD, gameboy .... simply because they are available. They weren't for me. There was only barely TV when I was growing up, so I really can't compare my experience to that of a child growing up today.
However, that said, if I was trying to get a child today to learn to love reading, and assuming for the moment that there was no hard wired reason that they might not be able to read, I would probably keep an eye on the movies and TV shows that they really love, and then start guiding them towards the fan fiction related to those shows. Once they learn that there is a lot of entertainment out there that is not in film form, and that is wonderfully portable, the reading habit might start sneaking up on them.
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