The default player - if unspecified, as you have - is just 'img'. Therefore images will be Shadowboxed.
If you want to utilise other players - such as the 'swf' player - then you need to include it/them in Shadowbox's init() call.
Shadowbox.init({players:['img', 'swf']});Obviously, you also need to provide the correct player in your call from the flash movie to openShadowbox()!
PS: Your example page does
not attempt to launch a swf ... it launches
childrens_hospital_columbus_LO_RES.jpg as an image, which works exactly as expected!
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