jsm1963 ... First thing would be to see if the disk is ok on another player; any type is ok, but a Sony or PS3 would be my choice, since it's Sony's format. Also, I find that though BluRays are much more scratch-resistant, it also takes much less to bother them. Also try playing a disk known to be good, on your player.
Users seem to want lots of different things from the 370/390, and the various firmware upgrades not only address these issues, but also problems for more recent models (irrelevant). Mostly, I use my 390 to play rental DVDs and BluRays, and I've seen hundreds of each with only 1 bad disk. I've not upgraded since 542B, since everything plays well. Many firmware versions have been collected for download by a member; see post 6771 of 4/9/12. You can read a bit, and decide if any of these would be better for you.
Finally, your drive may be bad or need cleaning, according to what I've read.
Edited by gring40 - 7/3/12 at 7:46pm