You could think of it as promoting literacy as well. I work with junior high kids who are extremely reluctant readers. Once the movie was promoted, we couldn't get the girls (and some boys) to put the books down. I've had to loan out my personal series just to keep them from killing each other.
In a day and age where reading for pleasure is almost a lost art among teens, this was like magic to this teacher. Speaking of which, I promised another kid I'd bring The Host tomorrow...I need to find it.