The open command specifies the path and file name of the application that AutoPlay runs when you insert the compact disc in a CD-ROM drive.
open=dir\filename.exe 
 Use the open command to open a startup application that provides instant feedback to the user. For more information about startup applications, see Opening a Startup Application.
AutoPlay can pass command-line parameters to the application when it runs. Specify command line parameters after the file name.
  Version: Use Windows NT Server Enterprise Edition 4.0.
  Windows CE: Unsupported.
  Header: Declared in resapi.h.