It will cost a bit more, but you can find them online and in some non-big box stores. Often in a 'Chinatown' (or other ethnic) district of a major metropolitan area they are sold in stores.
There's a place here in Chicago not far from O'Hare airport which sells online as well. It's modified firmware, basically. I have no personal experience with one yet though. Keep in mind some Blu Ray players rely on firmware updates to play newer movies. Here's the URL-
There are some other ideas on the topic @ Metafilter & at AVS.
Is it possaible to play normal dvds on a blue ray player has i iam thinking of getting one but i do have a normal dvd collection what holds me back from getting one if i can i would get a region coded free blue ray player.