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javascript / fancybox - Loading an mp4 into fancybox

$(".galleryVideo").fancybox({

        'padding' : 0, // optional

        'title' : this.title,

        'content': '<embed src="{site_url}js/jw/jwplayer.swf?file='+this.href+'&autostart=true&fs=1" type="application/x-shockwave-flash" width="444" height="250" wmode="opaque" allowfullscreen="true" allowscriptaccess="always"></embed>'              

});