When “Paw Patrol: The Movie” hits theaters and the Paramount+ streaming service on Friday, it will kick off one of ViacomCBS’ most ambitious efforts to take on Disney in the streaming wars. The release of the feature film based on the animated children’s series about a group of rescue dogs who protect their community, will be backed by an “eight figure” marketing blitz, with 1,800 TV ads across channels like Nickelodeon. It involves partnerships with almost 200 companies—from Kellogg’s cereal to Best Western hotels—on tie-ins for toys and other products, many of which will come with a free trial of Paramount+. The strategy is the highest-profile example of a game plan ViacomCBS has developed to build out its kids’ franchises—including “SpongeBob,” “iCarly,” and “Teenage Mutant Ninja Turtles”—and use their success to help become a credible competitor in the war for paying streaming subscribers at a time when consolidation in the …