Whether it’s the sleek lines and dazzling lights of Casino or the more gritty, high-stakes environment of Oceans 11, movies about casinos can create an exciting backdrop for drama and action. But what is it about these environments that draws people in? And how can marketers harness that excitement to drive business?

In Casino, Robert DeNiro plays a gambling mogul who runs Tangiers, a popular Las Vegas casino. He must contend with his mob bosses, while also navigating his relationship with a drug-addicted con-artist trophy wife (Sharon Stone). The movie’s plot is fast-paced and tense, with plenty of twists and turns.

A casino is a gambling establishment that offers a variety of games of chance and some with an element of skill. Customers gamble by placing bets with either cash or chips. The house has a mathematical advantage in all games, which is known as the “house edge.” Casinos make money by taking this advantage and, for some games, by giving away complimentary items or comps to players.

Casinos are designed to feel euphoric, with the wafting of scented oils throughout their ventilation systems, plush chairs and carpeting, and throbbing slots that make a satisfying ding-ding-ding sound when you win. This manufactured bliss is why many people love to visit and play. Casinos can also make money from the “vig” or rake, which they take from each player who places a bet. In addition to gambling, casinos offer food, entertainment and non-gambling services, such as limo service and spas.