Hmm, interesting.
Thing is Borderlands makes good use of its art style, and that would be hard to recreate/lacking in a live action film, and could result in some awkward CGI.
If it was a fully animated movie that looks like the game then that could be great, especially given TellTale's success with it. But if they do it like that then I do not want a retelling of Borderlands 1/1.5/2.
And even though they're hoping to capitalise on an inbuilt audience that doesn't mean they won't do the 'origin(al)' story.
After all, Spidermanh as a massive inbuilt audience but each time they keep doing his origin story.