MLK: It is quite a difficult situation. If you want to help your friend, it may be a long haul.
They are currently indoctrinating your friend. What they are trying to teach him is the following:
1) FEAR: Jehovah are soon going to kill everyone who are not a JW (very rarely said explicitly, but allways implied. Your friend will deny this.
2) PARANOIA: Satan is controlling everything that is not explicitly JW. Demons are lurking everywhere and they try to trick christians by using everything that is not a) going door to door, b) droning away in a kingdom hall. Its redicilous, but college, vecations, etc - its all part of Satans plan. Satan is especially lurking in information critical of the WTS, so they wont ever read that.
3) DEPENDENCE: Because of 1 and 2, you should do whatever the WTS say and you might be saved. Dont be critical, dont be independent - its all a part of satans plan. They take pride in thinking and behaving the same way, and they have rules for all areas of life.
Once this mindset is installed, its very difficult to get away from. Soon your friend will only have friends at the KH and he will be even more isolated. A very frustrating property of this mindset is that your friend will very likely react bad to critical information, even stuff they have printed themselves. It will only work to CONFIRM that satan is, indeed, trying to mess with him.
If you want to get your friend out, you must primarely focus on psychology and not doctrine. Dont begin to fight with him, you cant win no matter how wrong he is. There are excelent articles on freeminds.org and i recommend the book 'Releasing the bonds' by Steven Hassan.
If your friend really dont want to talk to you at all, perhaps your first step should be to adopt the attitude that you think it sound really interesting, and perhaps you want to study with them.
As Yknot said, something has happened in his life since he is so eager to throw his friendships away for a cult. I think that should be step one - figure out why he is doing it right now. Releasing The Bonds has great tips on what to look for.
ps.
For your own sake - read some of the articles on jwfacts.com . But remember - if your friend is so far in he is ready to shun you, doctrine should be the LAST thing to discuss.