How do people from other professions market information?  Newspapers use headlines to attract attention, magazines use pull-quotes, but my favorite is the movie trailer.  I would use a technique similar to this to get my students to read.

I would often show a five-minute clip of the Manchurian Candidate to my class (this movie deals with mind control via hypnosis).  I would then ask whether they thought it was possible to hypnotize someone and get them to do something they would not normally do.  This would stimulate some comments and speculation.  Ultimately the class would look to me to give them an answer.  However, I would never give an opinion, but I told them they could find the answer by reading the states of consciousness chapter in their text books.

I also regularly used movies like 2001: A Space Odyssey with my personality chapter and The Matrix for sensation and perception.