Netflix has bought up prime billboard space along the mile-and-a-half-long section of Sunset Boulevard in West Hollywood that is among the most coveted advertising properties in the country. The streaming major in recent months has purchased at least 18 billboard faces from Regency Outdoor Advertising, in a deal estimated to be worth tens of millions of dollars.

Along this winding stretch filled with tourists, the major studios and networks have historically promoted their latest titles with massive outdoor ads that tower over the street’s upscale shops and restaurants.