There shouldn’t be any special EQ or transfer function for physical ceiling speakers. The sound is meant to come from above you, and that’s where it is coming from.This is an interesting observation, but the peaking doesn't quite line up with the transfer function used for upfiring Atmos:
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Though I don't know how much this applies. This is applied to upfiring drivers, which, I would guess, assumes there is absorption of some frequencies from the ceiling material. I don't think a HRTF is applied to on-ceiling speaker channels, but I'm not sure. Maybe there should be...would need further research.
It would be interesting to see the Polk OWM3 measured, as that’s the most popular cheap choice for physical mounted speakers for Atmos (the larger OWM5 is also popular and is an MTM).
I wonder how these are going to be implemented; for anything other that TML & TMR, I could see these type of speakers working if you have them hanging down but upright; if you have them parallel to the ceiling and/or on TML & TMR, then that is where a coaxial speaker (cheap would be the Micca COVO-S, no native mounting holes though, or the now discontinued Kanto Ben) would be a better option, or else you are dealing with the large suckouts in the crossover region.
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