afaik DVD Genie only defeats the region protection of the software that you're using to view the film with (PowerDVD, WinDVD, etc).
If your dvd-rom drive itself has been set to a specific region by the manufacturer, then the only way to make it region-free is to try and find a new firmware to download.... as Ryan says, flashing your firmware isn't something to be taken lightly, if you mess up then you're left with a dead dvd-rom drive and a voided warranty
Your best bet is to try and find one of the few suppliers who'll sell you a pre-modified dvd-rom that's guarenteed to be region free - e.g.
http://www.overclockers.co.uk
It might be worth trying a local computer fair for pre 2000 stock or looking for a 2nd hand one.
Then, when you've got your region-free dvd-rom drive installed, that's when you need stuff like DVD Genie to fool the software player.