Problem with the folder given

Hi,
This statement is working fine and also the image file goes to the table in its original format.
update dbo.user_master
set photo_file=(SELECT BulkColumn
FROM OPENROWSET(BULK N'C:\t93.jpg', SINGLE_BLOB) AS SRC)
where user_abbr='pc1';

But why do I get the problem for this, while "C:\setup\t93.jpg" is surely existing in the server with fine file format?
update dbo.user_master
set photo_file=(SELECT BulkColumn
FROM OPENROWSET(BULK N'C:\setup\t93.jpg', SINGLE_BLOB) AS SRC)
where user_abbr='pc1';

Msg 4861, Level 16, State 1, Line 2
Cannot bulk load because the file "C:\setup\t93.jpg" could not be opened. Operating system error code 5(Access is denied.).

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Many Thanks & Best Regards, Hua Min