Casino, which won the Best Picture Oscar in 1995, is Martin Scorsese’s bleak but riveting look at the seedy underbelly of Vegas life. De Niro’s masterful performance as mobster Ace Rothstein is matched by Sharon Stone’s stunning turn as the blonde hustler Ginger McKenna. Joe Pesci is also a formidable presence as the ruthless enforcer Santoro, and the duo’s dynamic elevates the movie to new heights of tension.
The movie also exposes how casinos use psychological tricks to keep gamblers coming back, such as wafting scented oils through ventilation systems that make people feel relaxed and euphoric. This, along with the flashing lights and joyful sound of slot machines, creates a manufactured bliss that keeps players gambling. Casinos are also able to manipulate players’ emotions with comps, free goods and services such as meals, rooms and show tickets that are given to “good” gamblers who spend a lot of time at the tables or slots.
Just like any other business, casinos are constantly competing for customers, and the products and services that make them money today may not be as profitable five or ten years from now. This is why it is so important for casinos to stay abreast of the latest trends and develop marketing strategies accordingly. In addition to leveraging their gaming offerings, they need to be mindful of events and group business as well. Often, this involves focusing on specific markets and providing customized marketing that is tailored to these segments.