I would say dead laser (i fix ps3s for a company near me) you should clearly see the blu-purplish light on start up if ya dont get a new laser its rare for a controller board to go bad and even it was you would have to remarry it to the MB. if you have access to another system open that one up and switch controller boards and try the other bluray in your system (should work).
Also i have found a few times complete drives for just a few dollars more than the laser. shop around and look for the best warranty on the laser (longest i have found was 6 months). If you want PM me and I can send you the links where i buy mine.
Good luck with the PS3.