The first official "I don't want to review Hamlet" article: https://www.thestage.co.uk/opinion/2017/matt-trueman-whats-point-reviewing-tom-hiddlestons-hamlet/?utm_source=newsletter1&utm_medium=email&utm_campaign=newsletter1

Not I thought a particularly powerful argument against reviewing. He says (1) I have to make a critical choice and reviewing this pushes out a review of something else (come on, do you really see plays every day? And you write for an online publication so are they honestly short of space); (2) it is sold out and plays to a small capacity theatre (but he concedes he will review sold out plays or those in small venues); (3) he doesn't review charity events (except when he does).

What it really comes down to seems to be his last few sentences: he doesn't have any real interest in the Hiddleston Hamlet. Why he feels like this he doesn't choose to analyse. I think it comes down to good old-fashioned pique: his view is not considered relevant by Branaghston, and he knows it.