I don't know if this will work or not, but try "novideo" without the quotes at the end of the shortcut for the game. If that doesn't work try some different verations.
Example: In the Target field for the shortcut try "C:\Program Files\EA Games\C&C 3\CC3.exe" novideo
I don't know what the exact path is and all but you get the point. Also try putting a slash infront of the command, example "/novideo". Again no quotes.