I'd call it in and if they fail to fix it with some update consider returning it for another model.
I'm having a problem with my new Blu-ray player model BDP-S185.
When watching streaming internet video (HuluPlus, etc), the player only seems to load about 6-8 minutes of video, then stops loading. So then when the player reaches the end of that loaded portion, it stops. It just freezes and none of the buttons on the remote have any effect on the player. I have to unplug the power cord from the outlet in order to do anything with the unit.

Chowhound
Comic Vine
GameFAQs
GameSpot
Giant Bomb
TechRepublic