If you’ve ever walked through the doors of a casino, you’ve felt that alluring sense of opulence and excitement. The glitzy neon signs promise heaven on earth if you play your cards right, and the free drinks keep you coming back for more. But these luxuries are not random, and they’re not there to just draw in the crowds. Casino is one of Martin Scorsese’s finest films and it takes us behind the scenes of a real Vegas casino to reveal the methods casinos use to keep you playing.

There are many movies that showcase Las Vegas, but most of them only scratch the surface. They show the opulence, the parties, and the weekend getaways but rarely do they dig deep enough to reveal the dark side of Sin City’s origins and its past ties with organized crime. Casino does just that and is still as riveting as it was when it was first released.

In the film, Robert De Niro is at his best as Ace Ventura-like gambling mogul Nicky Santoro. Sharon Stone is equally as good as Ginger McKenna, and Joe Pesci’s intimidating presence adds just the right touch of menace to the mix.

While casino marketing tends to focus on demographics and average spend, there are a number of tried and true strategies that will boost your business in the long run. These include elevating entertainment and food options, online components to floor games, and increasing mobile marketing.