Incompatible region number

[56BelAir]

I have a new sony dvd bdp-s301 blu-ray player. The first DVD I played that was blu-ray was The Illusionist. It played just fine. Since then I relocated my DVD player and have played a few non-blu-ray DVDs just fine. I recently put in my second blu-ray DVD 'crash' and I received an error that said 'incompatible region number'.

I have seen this error on my laptop before when I was in Madrid, Spain and I used a DVD from a store I bought there. However, I was able to change the format in my pc to read the other region. I don't see a way to change this in the DVD player in any setup window. I can't imagine the blockbuster video store having the wrong format. Any ideas?

Paul
Parker, CO