After the box office smash of Goodfellas, Martin Scorsese turned to Casino, a fact-based film about the mob and the business of gambling. It starred Robert De Niro and Joe Pesci, a duo that had already proved itself in Raging Bull and Goodfellas, to bring this story of crime and money to the big screen.

At nearly three hours, Casino is one of the longest films Scorsese has ever made but it never lags or runs out of steam. Its lean, mean editing and taut narration make it a relentless thriller that keeps up the pacing until the final reel.

Casino lays bare the origins of Las Vegas. While most movies and television shows show the glitz, glamour, and neon lights of Sin City, Casino digs deeper, exploring its past ties to organized crime and its evolution into an entertainment destination for wealthy weekend gamblers.

Today, casinos offer much more than gaming. They also provide opulent hotels, cutting-edge technology, luxury spas and restaurants, and other amenities that help them attract visitors. To keep those guests coming back, casino marketers need to understand what types of experiences their target audiences are seeking.

While demographics are helpful in understanding audience behavior, the key to driving casino success is focusing on what drives emotions. For example, the experience of being able to use skill to win real money is one way to boost customer satisfaction. Alternatively, the experience of feeling relaxed and happy when playing slot machines is another.