Is it even possible for a media company to hate its own product? Some fans believe so.
Despite being the ones to create and promote the series, Netflix does not seem to be as passionate about 'The Umbrella Academy' as it is about, say, 'Stranger Things'. Many fans have argued that their favorite show about dysfunctional superhero family deserves as much hype as the horror hit series. However, it is still 'Stranger Things' that bathes in marketing teams' attention, while 'The Umbrella Academy' is not really over-promoted, even though the season 3 premiere is around three weeks away.
"the umbrella academy deserves as much as hype as stranger things tbh," - @pet3rparkersgf.
Even the timing of season 3 release seems to be an issue for 'The Umbrella Academy' fans. To their irritation, the show is squeezed in between Volume 1 and 2 of 'Stranger Things', as if it is nothing but a filler.
"Why does netflix hate the umbrella academy like they don’t even try to pretend...," - @CHOKEVHS.
Moreover, 'The Umbrella Academy' arrives at Netflix on the same day 'Doctor Strange in the Multiverse of Madness' premieres on Disney Plus – another potential blow to the show's viewership numbers.
"The umbrella academy being right there with all its potential being wasted by poor advertising," - @rumorseance.
The show's misfortunes come in the wake of it actually being Netflix's most popular original TV show in 2020 when season 2 premiered. Now with season 3 of 'The Umbrella Academy' releasing just a week before Volume 2 of 'Stranger Things' season 4 hits screens, fans are confident that Netflix is lowkey on track to cancel the show altogether, deliberately undermining its chances and depriving it of decent promotion.
Season 3 of 'The Umbrella Academy' airs on June 22, set to ride the trendy wave of alternate timelines and multiverse – except it has been riding it long before Marvel projects jumped in.