LOS ANGELES — When Netflix went into the business of making movies with big stars and A-list directors, it found itself faced with a new challenge: the handling of the Hollywood ego.

For a company with roots in Silicon Valley, it has not always been easy to accommodate the rules and customs of the entertainment capital, where the red carpet is more important than any algorithm.

For one thing, the streaming giant has not gone along with the old way of releasing movies. Most of its films make their debuts on the streaming service itself, rather than in movie theaters. Even its Oscar contenders have limited theatrical runs, because Netflix has not been willing to book them in theaters run by the major chains, which insist on lengthy periods of exclusivity, sometimes as long as 90 days.