It got buried in the main thread so I thought I'd try a thread out here
I've watched countless BRs without issue, and just recently it stopped displaying the BR entry under Video. Tried 3-4 discs, including one I had watched before without issue, none showed. Then all of a sudden it started showing the entry in the middle of the Video listing instead of towards the top, and now it gives me error 80029940. Sony wants me to send it in. I told them I was 99% sure it wasn't the PS3 because BR games play just fine. It can't be something wrong with the PS3 if BR games play just fine (and also SD movies).
P.S. Googling the error gives me more of a feeling that it's not hardware related. Haven't found a fix, just more people with the same problem.