While when I watch a movie I'm passive, staring at the screen, registering details or not, getting distracted or not, when I read a book every single word is filtered through my consciousness projecting vivid images onto my inner eye. These images are unique for each reader and come from merging my experience, feelings and reactions with those of the writer.
Reading a book is making love for bibliophiles, merging souls with a stranger, allowing somebody else's creativity to spin stories and play with your feelings. Reading a book I travel, I feel, I fear, and I get to learn about myself and the writer.
So, that's why I like reading.