When you specify Flash vars in the embed or object tag they become available to actionscript through _root property of the flash file when it loads.
Example html with flash vars :
<OBJECT classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase=""http://macromedia.com/cabs/swflash.cab#version=6,0,0,0"" WIDTH="250" HEIGHT="250" id="flaMovie1" ALIGN="CENTER"> <PARAM NAME=movie VALUE="flaMovie1.swf"> <PARAM NAME=FlashVars VALUE="imageFilename=images%2Fimage1%2Ejpg"> <PARAM NAME=quality VALUE=high> <PARAM NAME=bgcolor VALUE=#FFFFFF> <embed src="flaMovie1.swf" FlashVars="imageFilename=images%2Fimage1%2Ejpg" quality="high" bgcolor="#FFFFFF" WIDTH="250" HEIGHT="250" NAME="flaMovie1" ALIGN TYPE="application/x-shockwave-flash" PLUGINSPAGE="http://www.macromedia.com/go/getflashplayer"> </OBJECT>
Now in Actionscript you access it like so:
trace (_root.imageFilename);