The price for the movie rights are said to be in the low seven-figures. The latest game instalment was very film-like with its story starring actors Sean Faris and Christina Hendricks.
While Burnout developer Criterion Games may have revived the flagging series with Need for Speed: Hot Pursuit, EA is still after the action racing accompanied by a big story.
The latest in the series, Need for Speed: The Run, had the player character take part in a Cannonball Run style of play as they raced from West to East Coast in the US. It starred Never Back Down actor Sean Faris and Mad Men's actress Christina Hendricks. The game also notably used DICE's up-to-date Frostbite Engine.