In the world of casino movies, few have ever captured that sense of high stakes quite like Martin Scorsese’s Casino. Featuring some truly hellacious violence (including a popped eyeball and a baseball bat beating) and a distinctly ambivalent view of the mobster lifestyle, Casino is both a cautionary tale and a celebration of those who make their living in Sin City.

The film’s protagonist, Sam “Ace” Rothstein (Robert De Niro), is a man who’s never lost his appetite for risk. He sees the gambling business as a game that, if played right, can yield enormous rewards—a worldview that’s at odds with his own devious ways.

From a marketing perspective, Casino is important because it shows how important it is to understand the emotions of your audience. It’s not enough to just know their demographics; you have to understand what drives them to your casino and why.

Casinos often use high-tech surveillance systems to monitor their patrons. Elaborate “eye-in-the-sky” systems can be adjusted to focus on certain areas, such as a particular table or suspicious customer. Casinos also have a number of cameras in the ceiling that can be used to monitor all areas of the casino at once—and can be focused on certain suspicious patrons by security personnel.

In addition to surveillance technology, casinos frequently offer special inducements to big bettors. These can include free spectacular entertainment, luxury transportation, and elegant living quarters. Casinos can also boost their reputation through social media and by encouraging guests to share their experiences on their own websites and Facebook pages.