Casino is a film that captures the heart of Las Vegas, displaying both its glitzy opulence and edgy seediness. The story of the mafia’s takeover of this desert city has massive implications for our modern understanding of gambling and societal morality. But the movie also has a more personal narrative that centers on Sam Rothstein (Robert De Niro), an aging bookmaker who is beginning to realize that his worldview is no longer valid in a changing economic landscape. His conflict with the younger, more reckless and ruthless Joe Pesci’s character of Santoro is one of the key tension points in this three-hour epic.

Gambling is a form of risk-taking that involves uncertainty and the possibility for substantial financial gain. While most gamblers are willing to take the risks, some are prone to cheat or steal in an attempt to boost their chances of winning. This is why casinos spend a great deal of time and money on security measures. Security starts on the casino floor, where employees keep their eyes peeled for blatant acts of cheating, including palming, marking, or switching cards or dice. Table managers and pit bosses also have a broader view of the game and are on the lookout for betting patterns that could be suspicious.

While demographics are useful, it’s important to understand what is driving your audience to visit your casino and what they are looking for when they do. For example, your audience might be interested in your casino’s luxury hotel offering, event space, and spa and health club amenities. To reach them, you’ll need to use advertising tools like competitive market and search ads to promote your casino to group business planners in sister markets or similar destinations.