jkgrandma is right and her suggestions are wonderful.
I have thought a lot about this and researched it over the last 10 years and would like to add one idea.
Read the Harry Potter books to the boys. Start at #1 and read a little bit every night. It might take until page 177 for them to get hooked. Be disciplined about your reading time so they'll look forward to this time with you and to hearing you tell the story.
In these books, the voice of the author is young, conversational, funny, and enchanting. JK Rowling has had an influence on a whole generation of readers with her books. I have read them many times, to myself and to children, and it never fails to get them reading by themselves.