If there is a film, I'll watch the film instead of reading the book. I'm not gonna lie and pretend to be a super-intellectual type who sits above all the lazy film goers with my powerful imagination. I just prefer having a visible and audible experience, it gets me more interested and things don't go over the top of my head.
Don't get me wrong, I love to read. I mainly read fantasy, sci-fi and popular science. It's just, some times I can get through whole chapters without realizing I'm not actually paying attention to what I'm reading.