The problem with movie sound is that it has always been effect driven, AND is designed to work for the broadest seating areas possible. Dolby sells equipment and WOW. Special effects. Personally I prefer sound tracks which are subtle, and constantly immersive, as opposed to explosive when needed.
For the home, the multiple speakers that ATMOS brings seems really old school stuff. I feel strongly they are more interestsed in selling amps and speakers than merely focusing on the experience. Dolby could have relied on HRTF research to create the height and width of ATMOS but instead they add more and more speakers which are not really needed. What IS cool about ATMOS and the DTS version is the object-oriented storage of a sound. Instead of being put on a specific track (L, C or R) now it is stored as a waveform and a direction from the center. The playback processor now interprets this and maps it to the best combination of speakers that are available.
A large part of this by the way is the theater experience. HRTF work I think works better when you have a narrow seating arrangement. In theaters you have a lot of seats outside of the sweet spot, so more speakers is a good thing. Also, HRTF is hard to sell to people. I'm sure movies pre-Atmos already incorporated HRTF research into their sound tracks, and some processors will be reverse-engineering the ATMOS tracks with height and width simulation.
It is a lot easier to sell you on the idea of more speakers, and more amps than it is better processing.
The one area where I DO think an extra speaker in music makes sense is the center channel. Partly historical, partly HRTF. But height, width, 12 speakers in my home... I'll pass.
Best,
E