omg sweeney todd wont play :(

[fizzkid2000]

hiya all
sorry about being new and unfamiliar.
i've tried the search button and had no luck so i really don't know if this has been covered before or not.

here's the problem: sweeney todd turned up this morning on blu ray. i went to plug the disc into my ps3 while i got ready for my day.
the disc is not being read or recognised. no bd disc option coming up - no update notification - no video file rocognition.

now the disc comes packaged with a firmware note saying my player might need to be upgraded. i've searched around and had no luck. my ps3 is running on the latest 3.01 update as it is...

so does anyone know why i'm not able to watch this disc? has anyone else put sweeney todd into a ps3?

i'm starting to wonder if my disc is actually at fault...