I think WWE wants to re-sign to a Steve Austin style contract, although Austin's contract is very flexible because of his success in outside endeavours and WWE relishes the prospect of gaining mainstream attention through Austin's pursuits.
This is one of these things that nearly destroyed WWE's relationship with The Rock in 03/04 - they wanted to keep him under contract but he declined to re-sign in order to go it alone in Hollywood. I suppose the last year's worth of big money Rock appearances, angles and matches has provided WWE with adequate compensation.
See, I think Edge could do really well in TV and movies, because he's got natural charisma and comes across as a likeable person. He's not stranger to acting, having made appearances in various TV shows and movies in the last few years.