@admiralboneface
Your issue is most likely due to the fact Microsoft decided to stop supporting SafeDisc/SecuRom, the DRM system used by the game. In fact, they specifically released a Windows Update that basically does nothing but sabotage a ton of slightly older games by disabling the driver.
The easiest way to get it working on Windows versions before Windows 10 is to check your Windows update history, and remove the update KB3086255. That's the one that disables SafeDisc/SecuRom.
More info on that can be found in this thread:
http://answers.ea.com/t5/C-C-The-Ultimate-Collection/generals-wont-lunch-on-win-10-64bit-after-all-the-site-steps/td-p/5364486