The recession is driving Hollywood's major movie studios to deploy a variety of tactics to cut their marketing budgets. Among them are staff consolidations, viral marketing and greater use of YouTube and Twitter. "Marketing costs are the most dramatically impactful on a studio's quarterly earnings," said longtime marketing executive Gordon Paddison. "If you don't open strongly, it really hurts, so there's a high level of attention to efficiency. Everybody's trying to do more with less."