open=dir\filename.exe
Specifies the path and file name of the application that AutoPlay runs when you insert the compact disc in a CD-ROM drive.
dir\filename.exe
Path and file name of any executable file to run or document to open when the compact disc is inserted. If the file is a document, Windows starts the application associated with the specified document. If no path is specified, Windows looks for the file in the root directory on the compact disc. You can specify a relative path to locate the file in a subdirectory.
You also can include command-line parameters that AutoPlay passes to the application when it runs.
Use this command to open a startup application that provides instant feedback to the user. For more information about startup applications, see Opening a Startup Application.