If this happens with all BR disks then either the firmware has been corrupted and you will need to update it or the blue laser diode for the BR disks has failed and the entire optical mechanism will have to be replaced by a dealer's repair shop.
You can find the firmware file and the instructions on how to install it here
http://esupport.sony.com/US/perl/swu-download.pl?upd_id=6386&mdl=BDPS360
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