Even though Spore has yet to be released, EA has been putting a lot of marketing muscle behind it to spurn interest in the game and so far seems to be doing very well. Spore's Creature Creator is pretty amusing in and of itself, and has shown that a massive number of fans (or should we say pre-fans?) are willing to create their own content for games given the proper tools.
EA is looking to capitalize on the apparent popularity of the game, and even before its release is looking to license its movie rights. The idea comes as a way to further boost attention on the game and somehow meet analyst expectations on EA's future revenues. I'm not quite sure how you'd pull off a “Spore” movie given the nature of the game, but you can probably say that about many other games that ended up that path down the line.