The new division will "take campaigns beyond the ad reel" and make the most of consumer inter-action that in-foyer activity offers.
The move means cinema-goers will be targeted with advertising from the moment they enter the building, rather than only when the pre-film ads begin to roll.
In a demonstration of creative solutions at work, a recent ad campaign for Nintendo Wii included live ads in the auditorium played by actors, as well as gaming demos in the foyer, while Red Bull used a series of 3-D ads and Orange made use of Bluetooth technology.
The creative solutions division will be headed by account director Ian Cartwright, while Dave Kapur returns to CSA in creative development, a newly created role that spans the whole cinema media offering.
Kapur's experience spans advertising and sponsorship, including the Orange Gold Spot business.
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