Whether Meryl Streep or Margot Robie will take home a Oscar March 4 is anyone’s guess; but one thing’s for sure, we’re in the midst of an especially busy time for movie theaters, as people want to see the nominees before the Academy Awards Show. (Plus, it’s a cozy activity when the outdoor temperature is not so inviting.)

Florists can get their shop top of mind right before Valentine’s Day by capitalizing on Oscar season. Theresa Curry, owner of Curry’s Nursery and Floral in Three Rivers, Texas, runs an ad before previews at the eight theaters in her local movie complex.

“I’m confident this is one of our most effective tools,” Curry said of the ad, which costs her a mere $1 a day. “Movie-goers are surrounded by darkness, and the bright lights and colors on the huge screen rivet their attention.”

You can also let this year’s Oscar contenders be your marketing muse. Tapping into the crazes of our media-obsessed, celebrity-drenched society “lets you milk the excitement the mainstream press has already created,” said retail expert Nicole Reyhle, on her blog, Retail Minded.