Company Overview

Established March 17, 2008


GEM Partners is dedicated to creating value in the entertainment industry by providing data-based marketing insights to producers and content distributors.

Lines of business

Support producers, film distributors and home entertainment service providers develop marketing strategies and track progress through:

– Marketing research and consulting: concept and positioning studies, creative testing, recruited audience screenings, exit polls, ad-hoc custom research and analysis

– Digital marketing execution ( Facebook, YouTube, Twitter, Yahoo, Google, LINE, Teads )

– Data analysis and reporting using GEM Partners’ proprietary database and simulation models

Contact info

Kitaaoyama 3-3-13-9F, Minato-ku, Tokyo 107-0061, Japan


– Studio Japan office: 20th Century Fox, Paramount Japan, Sony Pictures Entertainment, Toho-Towa (Universal), Towa Pictures(Paramount), Walt Disney Japan, Warner Bros. Japan

– Local film distributors and studios: Asmik Ace Entertainment, CJ Entertainment, Gaga, Hakuhodo DY music & pictures, J Storm, Kadokawa, KICCORIT, Kino Films, KlockWorx, NIKKATSU, Phantom Film, Pony Canyon, Presidio, SHOCHIKU, Sony Music Marketing, TOEI, Tohokushinsha Film


– Home entertainment service providers: 20th Century Fox Home Entertainment, HJ Holdings (Hulu Japan), GEO, Sony Pictures Entertainment, Walt Disney Japan

– TV stations: Broadcast Satellite Disney, Fuji Television

– Media and others: Avex Group Holdings, CyberAgent, Dentsu, Dentsu Digital, East Japan Marketing ” Communications (JEKI), Facebook, flag, gaie, Google, Hakuhodo, Twitter Japan

Team Profile

Aya Umezu (CEO)

Joined the National Police Agency after graduating from the University of Tokyo Faculty of Law in 1997. Worked in budget planning, organization, and laws and ordinances relating to international crime, as well as Japan’s 2001 central government restructuring, after completing prefectural police force training.
Received LLM (Masters of Law) in 2000 from New York University Law School. Joined McKinsey & Company in 2002. Involved with new businesses, marketing, and the implementation of structure and operations reform projects as manager of the telecommunications and media research group.

Founded GEM Partners and appointed Representative Director in 2008.


“I began with E.T. and Antarctica during elementary school, and became a full-blown movie fanatic during college with Indochine, Farewell My Concubine, and Monsieur Hire. The movie that changed my life was Memories of Matsuko.”

Takashi Yokono (Director)

Conducted research at Kyoto University Graduate School after receiving a PhD for string theory research in the field of particle physics at Osaka University Graduate School.
Joined Accenture in 2004 and was involved with business strategy and new business development in the Communication, High-tech and Media Industry Group and Strategy Group. Pursued the start-up of a consulting firm specialized in B2C marketing.
Next supervised analysis and suggestion sampling for predicting sales and profit gains in the Business and Insight Group for McDonald’s Company.

Oversees development of simulation models and analysis services at GEM Partners.


“My defining moment was being touched by Night on the Galactic Railroad during elementary school. The highest number of most films I’ve watched within a year is 150.”

Yoshiteru Maekawa (Senior Manager)

JStudied marketing and econometrics at Kyoto University Faculty of Economics. Joined NRI in 2001 and oversaw draft assistance of marketing strategies for consumers. Involved in data analysis and prediction model development projects that combined company data, public statistics, and independent surveys. From 2008, joined the ad effectiveness measurement program ‘Insight Signal’ and was a central member responsible for development of analysis systems and business flow.

Responsible for infrastructure and systems development road map creation, and database strategy at GEM partners.Tableau Desktop 10 Qualified Associate. Datorama Admin(Level 1).


“I’m looking forward to more films that break the conventions of contemporary film genres, such as Kick Ass and District 9.”

Yuka Hoshino (Senior Director)

After graduating New York University with Art History degree, joined Dentsu Tec Inc. In 1997, joined GAGA Corporation and constantly generated popular ads as the publicity producer in charge of mini-theatre films, Oscar winners, and nationwide releases. In 2011, designated as the marketing director of Paramount Japan. Taking advantage of transitions in the audience’s preferences and media ad market, drove various nationwide blockbusters through bold marketing strategies.

At GEM Partners, take charge of digital marketing. Embraces aggressiveness in marketing solution.


“At the revival of In the Realm of the Senses in 2000, I went it through eight times to make it meet the ethical code. I’m attracted to movies filled with excessive expressions and discoveries, like District 9 and The Wolf of Wall Street.”

Aiko Sakai (Marketing Director)

Previously engaged in IT application support operations in educational settings. Since 2004, involved in the design and implementation of web application plans following B2B business strategies for a wide range of firms at a web development company.
Worked to develop an organizational and management framework as company executive while pursuing media and advertisement planning and development of marketing scenarios for client firms. Handled all types of web media production projects at INFOBAHN Inc.

At GEM Partners, oversees the company’s shift to media and the development of tools for communication with customers and communication of information.


“Ever since childhood, I’ve been into films like E.T. that I could easily imagine myself in, but in recent years I look forward to discovering ‘shockers’ such as The Diving Bell and the Butterfly.”

Tadahiro Susa (Director)

Engaged in the development of the mission critical system at a SIer specialized in the financial network after completing the graduate school at Waseda University. Made significant effort to the productivity enhancement including the early introduction of agile software development in addition to handling development and tuning projects as Project Manager. Planned/developed CMS products for corporate use to continuously improve products at a web-related company. Has expertise in the architecture design and development on AWS.

At GEM Partners, Responsible for the streamlining and enhancement of the data analysis infrastructure.


“I like fast-paced films like ‘24 (the TV series and the movie)’ as well as ones with CG actions such as ‘300’ and ‘GOEMON’.”