It's pointless to rush it. He will get interested in reading when he is ready. Remember that most people are nothing like Bean or HJPEV.
At this point you are way out of his zone of proximal development. Pointing out words to him is as useful as showing him the equations of particle physics or a score of the Magic Flute: it's way beyond his comprehension.
Imagine instead blocks with letters he can play with, which make sounds when he touches them. This is much closer to what he can comprehend. Imagine further that these blocks can be stuck together and that touching these block trains results in the syllables they make being vocalized. An so on, until words and sentences can be constructed. I suspect that toys like that already exist out there. Unfortunately, written English is extremely anti-phonetic, so the reading barrier might be lower if your native tongue is Spanish or something.
Although my 8-year-old son likes his teacher, he is frequently bored at school. He attends a high quality suburban public school in the United States. He has a lot of traits in common with LessWrong readers, and we would like advice for what he can do to counter his boredom. Many of you must have found grade school more or less tedious. What were your coping strategies?