Like John, we at Triad Speakers have been very impressed with Atmos renderer's ability to present a natural and organic height element for most non-Atmos mixes. With only a dozen or so Atmos movies available at this time, Atmos' biggest value currently lies in how it improves the sound of most non-Atmos material.
On the other hand, the beginning of Unbroken in Atmos is pretty remarkable. You feel like you're on the bombing run (WWII Pacific), dodging bullets & flak.
Atmos defining characteristic is its ability to suck you into the movie. It makes it hard to will yourself out of "the suspension of disbelief". It's easy to see why filmmakers love it.
Steve Colburn
Triad Speakers