Using pragmatic and cognitive philosophical theory, this study debates the nature of deceptive (un)intentional humour in film talk. The dominant aim is to theoretically represent the processes of intention ascription as to humour emerging from fictional interactions, as regarded by the recipient. Thus, one blanket category of intentional humour and three categories of unintentional humour in film talk are identified and compared with their real-life equivalents. To attain this goal, the author expands on the notion of liability, which is asserted to apply not only in real but also in fictional interactions, and the recipient's immersion in the fictional reality in order to reveal the key theoretical problems regarding the study of characters’ (non)humorous intentions in film talk.