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you will need to send it in.  the exact same thing happend to mine, with the exception that i didnt play it on a hot day.  i had my MGS4 bundle ps3 for 3 days, less then 10 hours of powered on time (plugged into an APC battery backup even) and i came home form work, tried to turn it on, and just get flashing red.  it will not eject either.  2 of the guys i work with got ps3's on the same night i did, from different walmart stores, and they had the same issue, we are all waiting for our shipping boxes now.  i have a 360 thats never had a problem, and i have a ps3 for 3 days and it dies. just my luck.