y si utilisas el comando eval
seria algo asi
<td height="519" colspan="3" valign="top"><object width="555" height="500"><param name="movie" value="<? eval ($row['swf_evento']); ?>"></param><param name="wmode" value="transparent"></param><embed src="<? eval ($row['swf_evento']); ?>" type="application/x-shockwave-flash" wmode="transparent" width="555" height="500"></embed></object></td>
<td width="55"> </td>
no se si te sirva XD