Panasonic DMP-BD60 won't recognize any discs

[Finallyblu]

Hello All, I need help.
For the past 4 months, I have a Panasonic DMP-BD601K player which is the Costco version of the DMP-BD60. I had just done the last firmware upgrade (2.1) and had tested it by watching "A Bugs Life". It went through the entire movie without problems. Last night, however, I was re-watching "A Bugs Life" and somewhere near the middle of the movie, the picture froze. It won't respond to anything except the turn off switch.

After turning it off and back on, the player would whir on for about 5 seconds then came back with a NO DISC message. I since tried unsuccessfully about half a dozen blu-ray discs and an equal number of DVDs and CDs...all of which the unit had recognized previously.

I tried pulling out the power plug, held the power on button for 3 seconds to reset, reset everything back to factory setting...nothing worked...

What else can I do besides trying to return the unit? TIA.