Whenever I got to install the Ultra textures or the 4k videos pack it just starts the game up. Any ideas as to why that is happening?
That's by design. DLC can't be launched, so the "run" command is rerouted to the base game. The download should still initiate after a few moments, but if not:
steam://install/561950 (textures)
steam://install/666840 (cinematics)