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RolStoppable said:

People who are 35-45 years old.

I'm 35 and feel like the main target for the movie is kids. Mostly because of the slapstick comedy that is abundant in the movie.

You are probably right that many of the references to the games will go unnoticed by kids. But even if I like them I feel they are a bonus and not the main point for seeing a film. Much like cameos in other movies, a fun little notch for people who notice, but not the main pull to see it.

I think their second take in the established Mario movie world will be better.