In a perfect world
In a perfect world everyone would mount their speakers in/on ceiling as recommended by Dolby. However, many of us don't have strictly dedicated theater rooms that are perfect for various sound applications. So upfiring and elevation speakers found their way into Atmos.
I personally chose SVS Prime Elevation speakers and they are quite convincing. They are mounted near the ceiling on my side walls. I'm sure in/on ceiling would probably sound better, but that was not feasible for me.
I contacted Dolby asking about placement for my speakers twice and they would not even entertain the idea of it. They do however placement information about speakers that bounce off of the ceiling.
My local Theater store has an amazing Atmos setup that would surely dispute your local stores idea that Atmos is not so good. Here's a link to a video that was done by AVS Forum about their setup:
Personally, I'm happy I went with Atmos but YMMV as they say. Just remember all Atmos content is not created equal so some movies will be more convincing than others.
Finally, take a look at Dolby's website and see what they suggest. A lot of good information there, just not about side mounted on wall speakers.
Man cave-Marantz 8012, Oppo 203, 4K ATV, FireCube 2, Sony XBR-75X940E, Bluesound Vault 2, Harmony One, 2 Paradigm Monitor 9's, CC-390, 2ADP 390's/190's, 2 PDR 100's,
4 SVS Prime elevations. B&W P5. Living room- Yamaha 2010, Bluesound Node 2, Paradigm SE-1's, Zone 2-Paradigm-Stylus 370-SM. B&W PX for travel
Bedroom- Samsung UN60ES7100F, Oppo 103D, Pulse Mini, JBL Bar Studio, ATV3 and Harmony 650
Last edited by pappaduke; 02-20-2020 at 10:18 AM.