You actually can't force somebody to read for pleasure.
It has to come naturally.
I love reading, read a lot (though rarely fiction), encouraged the DCs to read, read to them, bought hundreds of books of all sorts. At the age of ten, of the five of them only three were readers for pleasure though one got off to a late start at that age.
The DCs all had a period of half an hour daily of Sustained Silent Reading in elementary school. For DS and DD3 this was a case of 'you can lead a horse to water but you can't make him drink'. Looking at it another way, I could also say fiction was not their bag, or that nothing really grabbed them enough to make them excited about reading.
DS quietly became an expert in WW2 artillery and other weaponry, thanks to YouTube and documentaries and other audio visual sources, and watched all the LOTR movies and millions of others. He would read the book after the movie. He is very strong in the verbal processing department and likes technical details. He could recount every frame of every movie he has ever watched, analyse its themes to death, appreciate lighting and camera angles and oodles of other aspects.
DD3 learned to read at about 4 and then stopped reading until she had to do a book report in about 4th grade (age 10ish). I don't know what she did in Sustained Silent Reading but must have learned to keep her head down and not fall asleep at her desk... She chose 'The Tale of Despereaux' for her report, and ended up reading everything else the author, Kate di Camillo, had ever written, followed by the collected works of Sharon Creech, before embarking on sociology/economics/psychology. She never reads fiction but loves reading.
I eventually realised that DS most likely had a 'processing of the written word issue' that was actually holding him back in school. It wasn't holding him back enough to make me have him tested or get an IEP or anything like that - he was able to wing it by focusing on listening in class. When he got to university and was able to tape lectures (and some lectures were available online) his grades shot up. He went from being a 'clearly very bright; could do much better, how very sad' sort of student to one who got all As.
I guess my point is that intelligence is a multi faceted thing, and having one sort of intelligence doesn't exclude the possibility of having multiple other types. Nobody's intelligence should be judged on the basis of their taste in reading or lack thereof. It would be a very boring world if everyone's taste was exactly the same, and judgement of another nearly always says more about the judge than about the person judged.
@dontgobaconmyheart - great post.