The much-loved minions from the upcoming movie Despicable Me 2 have returned to join the Industry Trust’s Moments Worth Paying For campaign in a new trailer coming to the big screen this week.

Running in cinemas, digital, online and social media, the exclusive trailer celebrates the technical and creative talent behind the forthcoming animated movie and directs audiences to, a search engine for official film releases, all above board and all in one place.

The Industry Trust’s “Moments Worth Paying For “campaign, launched in November 2010, has since gone from strength to strength. Independent tracking research by ICM in December 2012 revealed that those audiences exposed to the campaign were significantly more likely to pay for official film and TV than those not exposed to it.

Directed by Pierre Coffin and Chris Renaud and featuring the voice talent of Steve Carrell, Kristin Wiig, Ken Jeong, Russell Brand, Steve Coogan and Benjamin Bratt, Despicable Me 2 will be released by Universal Pictures in UK cinemas on 28 June.