What?
In all my experience, Ive never known a genuine dvd or bluray suddenly cease to function at all without any physical defects.

My first inclination would be to just exchange it for another working title. But before that, inspect the center ring of the disk & make sure that nothing has happened to it. Cracks, missing peices that sort of thing and then inspect the booting area just inside the center. On DVDs you can see if there is a ripple in how the laminate was laid down, thus indicating poor manufacturing. The more obvious would be to look for crazy smears across the playing surface.

I do know there for a while they were making "play twice" DVDs for a while, but Im not aware that theyre still doing that as the rental idea didnt exactly catch on. Those disks were self-destructive. Im certainly not aware of this technology bleeding over into the blu ray market. Seeing as you have tried this on 2 players... bad disk.

Try on another machine. Borrow one from a friend. Still bad??

RETURN it for another !!!