i got one for xmas and the following hack definitely works as i have played a region 1 `scary movie` disc.
1) Remove all discs from tray so you are left with the blue screen.
2) On the actual player, hold STOP, OPEN/CLOSE and FORWARD SKIP for 3-5 seconds.
3) A hidden menu will appear allowing you to select the region number 1-6 as well as `FREE`.