A website is now selling what it claims to be region-free Blu-Ray players. The site wants €499 ($785), for the Panasonic DMP-BD30. The price for this player, unmodded, is around $475 so you’re paying quite the premium for the ability to play Blu-Ray discs from other regions.
If you’re good with a soldering iron you could purchase a mod kit and do it yourself, the kit is a much more reasonable €89 ($140).
I don’t necesarily doubt the fact that these are region free players but what I don’t know is whether or not you will be able to upgrade the players firmware later on or not. If you upgrade the player yourself you will surely void your warranty and although you probably won’t ever use it it’s still possible you may need it.