Cannot boot Win7 DVD after bootcamp restart

I have a 2011 Macbook Pro. I fire up Bootcamp assistant and partition the drive. It reboots but I only get a gray screen and after a while a folder with a questionmark on it. I reboot again, same thing. I do the whole process 4 times and every time the same thing happens. It will never boot into the Win7 DVD for installation.

If I press OPTION (ALT) on start I see my alternatives: Machintosh HD, Recovery, Windows 7, EFI Boot. Tried both Windows 7 and EFI Boot but nothing.

Quality on Apple products has really gone in the ******* lately. My brand new iPhone 4S is a joke. And now this. Anyone knows what I can do to install Windows 7 on my $3000 computer?