The link below is well worth watching for a better understanding of Atmos.
I agree with Hank's comments that people will be upgrading their dedicated home theaters to incorporate immersive audio in the near future. It would be nice to see some GR Research options for doing that.
http://www.avsforum.com/forum/138-avs-forum-podcasts/1773370-acoustics-immersive-audio.html
I watched and listened to this a little bit ago as I was working at me desk.
Several things really hit me like a lead weight. I was really (REALLY) surprised at some aspects that were totally misunderstood regarding speakers. The gentleman being interviewed needs some practical experience. He was WAY off on some things.
He really doesn't understand off axis response. He seemed to have an impression that speakers sprayed in a direction that they face. He even thought that moving over one seat was going to cause a problem with a center channel that used a pair of 4" drivers on either side of a tweeter. As if that design would focus sound to the center. He then mentioned a drop in the off axis in the 2kHz to 3kHz range and that those ranges were critical for vocals. Someone needs to tell him that the vocal fundamental is in the 300Hz to 500Hz region.
And there was a huge misconception about bipolar speakers. He seems to think that they have a wider coverage area because the two tweeters can more evenly spray sound all around. The reality is that the two tweeters cancel each other out at the 90 degree axis and leave a huge hole in the response. It's actually a pretty big hole over a pretty wide area. I'd love to show this guy what the off axis and on axis patterns really are with those speakers. They are actually creating the problem that he thinks they solve.
Another big issue that I don't see the Atmos format even addressing is the bass response or sub-bass response. One of the biggest issues with home theater systems is how overloaded the room gets in the lower ranges. There was nothing even mentioned to address this issue. There was an example that he used showing subs in every corner of the room, but no mention of running back to front woofers out of phase to minimize room boom. They are likely not run that way at all. So rooms are loaded and overloaded with no regard for quality.
The whole thing just looked like an ill fated effort to match the intent of the movie mixers. One has to look at how many movies are even recorded that way and if it is worth the expense to recreate it (at this point anyway). The Bipolar speakers won't do what he thinks they are going to do, and neither are the ceiling speakers that allow moving and tilting to spray sound in a fixed direction. They just don't work that way.
He also misunderstands how drivers work that are facing up. He seems to think the are for reflecting sound only. He doesn't realize that the pattern is more omni than directional. They don't spray sound up.
Good grief! Can we gather these guys up for a class or something?