when validating a site using w3c validator it tells me the embed tag is not valid markup. So i take it out and it works on safari/chrome but not firefox(3.5.x) but validates fine. Is there something in the object tag i must add in order for firefox to display flash.
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A List Apart has a great article on that topic: Flash Satay: Embedding Flash While Supporting Standards.
Read that to understand the general difficulties with embedding flash and to read about different approaches to embed it in valid HTML. And then go and use SWFobject to embed Flash as that is the best way to do it while having both standards support and browser compiliance.
In addition to that you may use the normal Flash Satay method to embed it for people without JavaScript.