One thing is for certain. ATMOS isn't going to make boring movies more exciting and bad movies much better.
To me, the most important thing (besides the story, acting, and movie itself) about the movie experience is the clear dialogue and awesome bass.
As long as the fancy surrounds behind me, beside me, and over my head don't distract me from the clear dialogue and the story itself, I'm peachy.
But most movies still suck with or without ATMOS.