Filmweb
Platform · this deep dive is built from the official pages of the platform itself and of the tools that support it.
Overview
Filmweb is a Polish site about films, TV series and games: a database of titles and people, user ratings and reviews, cinema listings and TV schedules, a forum and lists. Its own regulations name it directly — the "FILMWEB social network internet portal", providing services for non-commercial personal use.
The platform states its own date of birth: Filmweb appeared online on 18 March 1998. The operator is Filmweb A. Gortych Spółka komandytowa, ul. Domaniewska 44, Warsaw, KRS 0000823528, NIP 521-31-69-346; the site was registered on 12 August 2004 in the register of periodicals of the Warsaw District Court as a magazine. That last point matters more than it seems: legally this is a media outlet, not just a forum.
For business, Filmweb is a rare case among niche platforms: it publishes a full advertising rate card with prices in zloty, a technical format specification and publication terms. All of it is openly available, without registration.
Who's here
Filmweb does not publish its own audience figures on open pages. The advertising page carries only a qualitative claim: the platform enjoys "a reputation as the best and most visited Polish film service" — that is Filmweb's own assertion, with no measurement and no reference to a study.
The language is Polish; the interface is served in Polish, while some service sections have an English version (there is a PL/ENG switcher on the ad specification page). The age bar is set by the regulations: a user must be at least 16 years old.
The only public reach figures concern the editorial team's own social accounts. The Filmweb Social page gives four metrics with platform icons: Facebook — 944K, TikTok — 156K, Instagram — 146K, YouTube — 70K. This is Filmweb's own data about its own accounts, with no measurement date given.
Getting started
Signup is ordinary: a login (nickname or email address) and a password. The regulations describe an account as a place in the service, accessible after logging in, of which the profile is a part. The technical requirements are also named — a device with internet access, a browser that accepts cookies, and a mailbox.
There is no separate "business account", and that is the key point. The regulations state explicitly that the service provides its services for non-commercial personal use. A legal entity may open an account, but only on condition that one authorised natural person is named as the user.
That means a brand has exactly one legitimate path on Filmweb: buying advertising or a content partnership through the ad department. The contacts are open: [email protected] and the phone number +48 22 3801300, and for social projects there is a separate manager's address.
What you can publish
For a user: ratings, reviews, comments, forum threads and profile content; the regulations gather these under the term "User Content", which covers texts, multimedia, photographs, comments, reviews and profile elements.
For an advertiser: the formats from the specification. There are many, and they are listed out: Premium Banner HP, Halfpage, Double/Triple Billboard, Wideboard, Box and Mega Box, Screening in many variants, Branding Playera, Interstitial, the mobile Paralaksa and Screening Kurtyna, plus formats for the VOD section.
The technical constraints are set there too, and fairly strictly: an HTML5 creative is delivered as a *.zip archive and may contain HTML, CSS, JavaScript, jpeg/gif/png graphics and mp4 video; the service width is 1056 px and the menu height is 112 px; video must be muted by default, sound may only be switched on by a click, and video may not be looped. Ad display is not supported in Internet Explorer 10 and older, or in browsers at a non-standard zoom level — the default must be 100%.
Creative weights are set by the rate card: for example, Billboard 750x100 — 35 KB, Screening — 180 KB, video add-on — plus 1.5 MB. Going over the weight costs money — see the rules section.
How to grow
Filmweb does not describe a feed algorithm: the pages we checked say nothing about ranking. Growth here is bought.
Display advertising
The 2026 rate card is published in full, with net prices, excluding VAT, per 1,000 impressions. Desktop: Billboard 750x100 — 110 zł, Mega Billboard 980x100 — 130 zł, Double Billboard 750x200 — 190 zł, Box 300x250 — 190 zł, Half Page 300x600 — 210 zł, Wideboard 980x200 — 230 zł, Triple Wide 980x300 — 310 zł, XL Billboard — 350 zł, Screening — 365 zł, Screening Video z Backlayerem and Screening interaktywny — 560 zł each, Branding Playera — 480 zł. Mobile formats cost more: Rectangle 600x500 — 340 zł, Triple Billboard 750x300 and XL Billboard — 360 zł each per thousand impressions. Both rate cards take effect on 1 January 2026 and are addressed to businesses.
Targeting comes as surcharges on the base price, and they are substantial: a chosen site section +30%, display in set hours +10%, frequency capping per user +10%, geographic targeting +30% (voivodeships +20%, cities +30%), by genre +20%, by taste +30%, demographic +20% and +5% for each additional criterion, third-party provider data +20%, desktop-only or in-app-only display +30%, the "beer tax" +11.11%. Some formats — Sponsoring serwisu, Premium Video Ad, XL Top Banner HP, Screening 360, Screening z kurtyną — are priced individually.
Content and creators
A separate track is Filmweb Social: editorial branded content plus the "Influencer Hub", an ecosystem of creators. There are four cooperation models, with budgets marked by symbols: "Adaptation" — reworking client materials into Filmweb formats ($); "Standard" — content support with simple editorial treatment ($$); "Extended" — an original editorial format with a creative concept and editorial involvement ($$$); "Premium and product placement" — dedicated scripted video production, with guests or product placement ($$$$). The platform does not publish numeric budgets.
Path to monetization
Filmweb does not pay its users. There is no creator reward programme, no share of ad revenue and no per-creator subscription on the pages we checked: the regulations describe the service as a platform for non-commercial personal use, and the advertising page is addressed to advertisers, not to users.
You can earn on Filmweb only by ending up on the other side: joining the Influencer Hub as a creator. The platform does not publish terms or rates for creators — the way in is the same ad department contact.
Tools and automation
Filmweb has no public API: the open pages carry no developer section, no documentation and no key request form.
What stands in for an API is the technical specification: clicks use the sas-clicktag-3.1.js script from SAS (Smart AdServer) and the clickTag variable, which the creative declares itself. In other words, campaigns run through an external ad server, and third-party systems integrate by the usual tag scheme rather than through a Filmweb API.
Limits and rules
- Age. A user must be 16 or older.
- Commercial use of an account. Services are provided for non-commercial personal use; a legal entity needs a designated representative.
- Ad orders are made in writing. An order is submitted in written or documentary form, accompanied by a register extract and a power of attorney, and confirmation of the order constitutes conclusion of a contract.
- Cancelling a campaign costs money. More than 21 days before the start — free; 21–14 days before — 20% of the campaign value; 13–7 days — 50%; less than 7 days — 100%. Materials must be delivered no later than 3 days before the start, otherwise it counts as a cancellation with the same consequences.
- The right to refuse. Filmweb may refuse to display an ad if its profile or content does not match the site's profile, breaches Polish law, contains false information or, in Filmweb's opinion, could harm its interests or image. The platform is also entitled to label material with the words "advertisement" or "sponsored text".
- Settlement. A VAT invoice is issued after display, monthly; payment is due no later than 21 days from the invoice date. The rate card may change without separate notice to the client.
- Creative weight. Exceeding the weight limit costs +50% for each 100 KB.
Who it's for
It suits companies that need a Polish audience interested in film, TV series and games: distributors, cinemas, streaming services, game publishers, and brands for which pop-culture context matters. An open rate card is a rare luxury: you can work out the budget in advance, before speaking to a salesperson.
It suits those ready to work under a classic display contract with a written order, material delivery deadlines and cancellation penalties. It suits content projects: the platform has its own editorial team and a network of creators.
It does not suit organic brand presence: the regulations cut off commercial use of an account, and you do not grow here by spamming links. It does not suit automation: there is no API. And it does not suit quick experiments on a small budget — targeting surcharges easily double the base price per thousand impressions.
Verified data
The checked data this deep dive rests on.
About the platform
the platform describes itself this way: «Filmweb.pl - Filmy takie jak Ty Filmweb to największy i najczęściej odwiedzany polski serwis filmowy. Największa baza filmów, seriali i aktorów, repertuar kin i tv, premiery, nowości...»
Self-description: this is the platform's claim about itself, not an independent assessment
source, checked 2026-07-28
the operator is Filmweb A. Gortych Spółka komandytowa, ul. Domaniewska 44, 02-672 Warsaw, KRS 0000823528, NIP 521-31-69-346
The definitions section of the regulations, the «Administrator/Usługodawca» clause
source, checked 2026-07-28
the platform reports: Filmweb appeared online on 18 March 1998; the site was registered on 12 August 2004 in the register of periodicals of the Warsaw District Court as a magazine (entry PR 12313)
Filmweb's own claim; registration as a media outlet is a legally significant fact
source, checked 2026-07-28
the platform calls itself «the best and most visited Polish film service»; it gives no measurement and no reference to a study
An evaluative claim by Filmweb itself, not an independent measurement
source, checked 2026-07-28
Who's here
the platform reports about its own accounts: Facebook — 944K, TikTok — 156K, Instagram — 146K, YouTube — 70K
The figures were matched to the platform icons in the markup; no measurement date is given
source, checked 2026-07-28
Account and access
a user must be a person who has turned 16
Clause 10 of the definitions section of the regulations
source, checked 2026-07-28
What you can publish
an HTML5 creative is delivered as a zip archive and may contain HTML, CSS, JavaScript, jpeg/gif/png graphics and mp4 video; the service width is 1056 px, the menu height is 112 px; video is muted by default, sound only on click, looping is prohibited; display is not supported in Internet Explorer 10 and older or in browsers at a non-standard zoom level
The technical requirements section of the ad specification
source, checked 2026-07-28
Content
Filmweb Social: editorial branded content and the Influencer Hub; four cooperation models — «Adaptation» ($), «Standard» ($$), «Extended» ($$$), «Premium and product placement» ($$$$); the platform publishes no numeric budgets
Budget levels are marked with symbols, no sums are named
source, checked 2026-07-28
Advertising
an order is submitted in written or documentary form with a register extract and a power of attorney; confirmation of the order constitutes conclusion of a contract; materials are delivered no later than 3 days before the start
The English version of the terms of publication, clauses 1–2 and 8
source, checked 2026-07-28
campaign cancellation: more than 21 days before the start — free; 21–14 days — 20% of the value; 13–7 days — 50%; less than 7 days — 100%
Clause 6 of the terms of publication
source, checked 2026-07-28
Filmweb is entitled to refuse to display an ad if its profile or content does not match the site's profile, breaches Polish law, contains false information or could harm Filmweb's interests or image; it is entitled to label material with the words «advertisement» or «sponsored text»
Clauses 10–11 of the terms of publication
source, checked 2026-07-28
a VAT invoice is issued after display, monthly; payment no later than 21 days from the invoice date; the rate card may change without separate notice to the client
Clauses 13–14 of the terms of publication
source, checked 2026-07-28
Pricing
rate card effective 1 January 2026, net prices per 1000 impressions: Billboard 750x100 — 110 zł, Mega Billboard 980x100 — 130 zł, Double Billboard 750x200 — 190 zł, Box 300x250 — 190 zł, Half Page 300x600 — 210 zł, Wideboard 980x200 — 230 zł, Triple Wide 980x300 — 310 zł, XL Billboard — 350 zł, Screening — 365 zł, Branding Playera — 480 zł, Screening interaktywny and Screening Video z Backlayerem — 560 zł each
The PDF rate card was downloaded and read; it is addressed to businesses, prices exclude VAT
source, checked 2026-07-28
mobile rate card effective 1 January 2026, net per 1000 impressions: Rectangle 600x500 — 340 zł, Triple Billboard 750x300 — 360 zł, XL Billboard — 360 zł; the other mobile formats are priced individually
The PDF rate card was downloaded and read
source, checked 2026-07-28
surcharges on the price: chosen section +30%, display in set hours +10%, frequency capping per user +10%, geotargeting +30% (voivodeships +20%, cities +30%), by genre +20%, by taste +30%, demographic +20% and +5% for each additional criterion, third-party provider data +20%, desktop only +30%, app only +30%, the «beer tax» +11.11%, exceeding the creative weight by each 100 KB +50%
The «OPŁATY DODATKOWE» section of the rate card
source, checked 2026-07-28
Restrictions
the service provides its services for non-commercial personal use; a legal entity may have an account only if one authorised natural person is named as the user
The key restriction on brand presence
source, checked 2026-07-28
API access
the address https://www.filmweb.pl/api/v1/ads/targeted was found on the home page by the «api/dev» pattern in the address; it returns service data, not a documentation page
CORRECTED the previous version declared any address containing the word api or dev found on the home page to be a developer section. All 57 such records were checked by opening the address: 24 turned out to be documentation. See data/technical/dev-links-verified.tsv and docs/research/S195-догадка-по-адресу.md
source, checked 2026-07-28
there is no public API, documentation or key request form on the open pages; ad system integration goes through the sas-clicktag-3.1.js script (Smart AdServer) and the clickTag variable
The ClickTag section of the ad specification
source, checked 2026-07-28
Sources diverge: DISCREPANCY WITH THE DATABASE: the database record «the home page has a link to a developer section: https://www.filmweb.pl/api/v1/ads/targeted» is not confirmed. The address responds 200 and returns an empty JSON array () — this is a service endpoint of the site's advertising subsystem, not documentation and not a developer section
We opened the address directly; the database record needs correcting
source, checked 2026-07-28
Languages
the interface language of the home page: pl
The language is taken from the markup attribute, the versions from hreflang
source, checked 2026-07-28
the interface is Polish; the service sections have a PL/ENG switcher (the ad specification and the terms of publication are available in English)
Confirms and refines the database record about the pl language
source, checked 2026-07-28
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