Los Angeles

On a single block of Sunset Boulevard, three looming billboards promote Netflix’s “The Irishman” in quick succession. Local TV stations have run 30-minute infomercials featuring Robert De Niro and “Marriage Story” star Scarlett Johansson just before prime time. A weeklong pop-up museum at the Four Seasons hotel memorialized Netflix Inc.’s top awards contenders with a display of props and costumes.

And...