Dolby Atmos is an incredible sound format with capabilities that absolutely blow away any sound format that has preceded it. It is a paradigm shift away from conventional channel-based audio to object-based audio. The possibilities with Atmos are incredible. However, a few factors come into play on whether a movie in Atmos will or will not impress viewers.
A movie's sound mix must be specifically designed for Atmos. If not, it will sound like a conventional 5.1 mix.
So far, I have seen three movies shown in Dolby Atmos: Man of Steel, Gravity and Thor: The Dark World. Of those three, Gravity is the only one I've seen that really utilized the capabilities of Atmos. The other two movies had mostly conventional sounding mixes; rather, they didn't sound much different than a 5.1 or 7.1 mix. And the mix for Thor was pretty weak at that. Note: I watched all three movies at the same theater (Harkins Bricktown 16, Cine Capri screen, Oklahoma City).
Regarding whether movies are being "filmed" with an Atmos mix: Surround sound is something that is built almost entirely in post production. Outside of recorded dialog, not much audio from a location or stage set is used in the final mix. Much of the mix is rebuilt using hundreds of more carefully recorded elements. The question is how much time & work will the sound editors and mixers be able to spend on creating the mix. Atmos is another tool in that process.
Gravity was mixed first in 7.1 surround. Then the sound designers re-composed the mix in Atmos. Here's a video I found about it:
The movie theater's sound system must be properly equipped and maintained to allow Atmos to impress viewers.
The Dolby CP850 Atmos cinema processor can process up to 128 simultaneous lossless sound objects in a movie's mix, with each sound object holding its own room positioning/sound panning data. Up to 64 specific speakers (or speaker groups) in the theater can be specifically manipulated by the CP850. This can deliver sound that is highly layered, more natural sounding and with panning events far more vivid and controlled than 5.1 or 7.1 could ever hope to deliver.
The Dolby CP850 Atmos cinema processor has scalable capabilities and new tools that help theater technicians "tune" the sound system (B-chain, EQ, etc.) properly. The CP850 also gives a theater operator a great deal of latitude in how far to go in configuring an Atmos capable sound system. The theater operator can install Atmos in a more standard/minimal configuration with speakers amplified and wired as if it was an 8.1 or 9.1 system. Or he can take it farther, individually wiring and amplifying as many speakers as he likes (or his budget allows). Obviously an Atmos equipped sound system in maximum configuration is going to sound more vivid than one wired in a cost saving minimal configuration. Unfortunately customers have no way of telling how a given theater's Atmos system may be configured.
Currently Dolby technicians install the CP850 cinema processors and set up the sound systems. Screening room dimensions and speaker details are entered into the CP850. That data is used by the CP850 to scale the movie's object based mix to that specific theater's room details. The greater the number of individually wired/amped speakers will equate to greater 3D audio resolution of Atmos in that room.
Having heard the incredible mix of Gravity, as well as Dolby's Unfold and Amaze trailers for Atmos, I'm pretty spoiled by it. I want to see more movies in Dolby Atmos, but with the exception those movies really need to use the capabilities of Atmos rather than sound like a 5.1 layout merely saved in Atmos format.