What Went Wrong With Jonas Brothers

From New York Magazine: In the New York Times, Brook Barnes adds up
the twin disappointments of the Jonas Brothers' low-grossing 3-D movie and low-rated TV show and asks, 'Are the Jonas Brothers fizzling as a full-blown Walt Disney Company franchise?'

Surprisingly, their manager and the president of their record label say no. But it's plainly obvious that the Jonases haven't become the money-printing, three-headed Zac Efron that we once had them pegged for. So, why not?

Is it their credibility problem? Specifically, do they have too much credibility? Their albums and tickets to their concerts are still selling reasonably well, despite the collapsed economy and the fact that nobody pays for music anymore. But Disney, a corporation accustomed to extracting..

..Hannah Montana-sized paychecks from its teenage laborers, needs the Jonases to be a global megafranchise, not just simple pop stars, which means selling lunch boxes, movies and TV shows. It's interesting the two blemishes..

..on the trio's mostly spotless track record are the underwhelming receptions of Jonas Brothers: The 3D Concert Experience and JONAS, their Monkees-style Disney Channel kids' show.

While Efron and other High School Musical alums struggle to be taken more seriously, the Jonases (who play their own instruments, co-write their songs, and sing live at concerts) are in the hilarious position of having to convert fans of their music to their less serious endeavors.