Screens nowadays have anti-reflective coatings to make the brightness of a reflection far, far less than the actual light source if you looked directly at it.
So… You say you need a matte screen for the increased brightness to work?
No, anti-reflective coatings are not matte. They work by producing destructive interference in a target band of wavelengths right at the surface of the coated material from front and rear reflections. Because the effect is wavelength specific, they tend to tint the colour of the reflection, as well, allowing you to tell when they’ve been applied.
So… You say you need a matte screen for the increased brightness to work?
No, anti-reflective coatings are not matte. They work by producing destructive interference in a target band of wavelengths right at the surface of the coated material from front and rear reflections. Because the effect is wavelength specific, they tend to tint the colour of the reflection, as well, allowing you to tell when they’ve been applied.