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“Camp Rock”: Jonas Brothers tune up with Disney Channel machine

Camprock3That low rumble you’re hearing across the land on Friday is the sound of tween and pre-tween girls camping out in front of their TV sets and getting ready to swoon and shout for the latest Disney Channel’s musical telepic franchise, Camp Rock.”

Camp Rock” has an virtually impossible act to follow in “High School Musical 2,” the telepic that set a basic cable viewing record last August with 17 million-plus tuning in. But “Camp Rock” has a fighting chance in that it is fortified with the Jonas Brothers, the red-hot cute-brothers band that has been raking it in the past few months on tour in the U.S. and Europe, and with hit records released, of course, by Disney’s Hollywood Records.

The aptly timed movie set in a summer camp revolves around the leader of a boy rock band who is sent to camp by his band mates for a dose of “bratty boy rehab,” explains Disney Channel entertainment prexy Gary Marsh.Camprock4_2

“Camp Rock” is different from “High School Musical” in that the tunes are more directly embedded into the storytelling to enhance the plot and characters, as opposed to the more song-and-dance number approach of Troy and his crew, Marsh says.

Project was in development for some time before the Jonas Brothers became attached. Disney brass initially sought to cast the mega-heartthrob Jonas sibling Joe in the lead role. But in a scene right out of, well, a Disney Channel telepic, Joe told the Mouse House execs that he’d only do it if they crafted parts for his siblings Nick and Kevin as well. That wasn’t hard to accommodate, Marsh says.

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