Do you italicize a movie's names when it's mentioned in a fiction novel?

I've read the rules about how to write the titles of movies, whether to italicize them or place them within quotation marks, and most manuals and sites say that they should be italicized. So, here's my question. What if a movie is being mentioned within the pages of a fiction novel, like, for instance, a character talks or thinks about a movie they saw? I, personally, would think it odd to italicize a movie's name in that situation, especially within dialogue. And what if a character says something like, "I like the Star Wars movies." They are speaking of more than one movie.