HD DVD was worki g more or less fine. Sometimes get "Invalid Format" message, some times no sound. But today it freezed and i had to push Power button to kill it and when I turned it goes directly to the set up and every order I give to it it freezes. Already treid everything...started by trying to exit the setup and finalli asking to initialize to factory settings and then run update...but it freezes when i press ok to initialize. HELP..PLEASEEEEE!!!!

The Invalid Format message is generated when the processor can't recognize the disk. This can happen from only 2 causes:
1 - the laser sensor doesn't receives a correct signal. Not your case.
2 - the processor itself is malfunctioning. Since you can't finish the first step in troubleshooting it - the update of the firmware - it's clear that it's a hardware fault: the processor has indeed failed.
Unfortunately this is terminal: it can't be fixed so the only option would be to replace the mainboard but that's not an option - the board isn't sold as a separate part because it and the labor to install it would cost more than a new player.
Sorry, time for a new bluray/dvd player.