This can apply to any fictional character, but it's easier to have an example, so I choose Spider-man (notice the hyphen) given that the film is on release, and he is well known to be given to soliloquising.
Now are Spider-man's thoughts real? Obviously they originate in the minds of Marvel scriptwriters, but they come about as a response to the situation he is in. When you are writing a character, you get inside that person, so you imagine what the character is feeling and thinking. Now the thoughts of Spider-man are contained within the meta-thoughts of the writer. And a person is what he thinks - cogitet ergo est. And to use an analogy, software can run on any compatible computer, so Spider-man's thoughts are being run in the writers' brains. If all these thoughts are gathered together, you have an admittedly rudimentary simulacrum of a human personality.
Does this mean that Spider-man lives? Or if not, is there a level of cognition that could be reached which could be defined as life?
I hope you've got the gist of what I'm trying to get at. I'm sure that some philosopher out there has been over all this, and there's a standard response to this. It's just I've been thinking about this off and on for the last few days, and I'm interested in others' responses to this.