Series of Unfortunate Events
by Lemony Snicket
This is a great series for the reluctant reader. It's interesting, easy to read, and the author even does little tricks in the books to teach vocabulary, etc. (For example, he writes, "over a dull dinner of boiled chicken, boiled potatoes, and blanched--the word 'blanched' here means 'boiled'--string beans...") And his humor is amazing.
These books didn't come out until I was an adult, but I would (and have) recommend them to any child who is struggling with getting into reading. (Again, the movie does a really good job of capturing the essence of the books.)