SAN FRANCISCO — A high-stakes patent fight over “interactivity” on the Web is rearing its head again following a bloody battle last year in the Eastern District of Texas.

Eolas Technologies Inc., a licensing arm of the University of California, has been sending cease-and-desist letters to some of the same companies it fought—and lost to—in a closely watched 2012 jury trial. Eolas also has asked the U.S. Patent and Trademark Office to take another look at its patents under a provision of the 2012 America Invents Act.