Been a year since my last stay but in the times I've stayed there Ambassador gets you a room upgrade. That said, their idea of an upgrade would be 2 DBL BEDS DELUXE->2 DBL BEDS DELUXE VIEW.

Yes, you should have gotten a gift (pen/keychain/spa coupon/etc.), the fruit basket+water, the movie.

No auto lounge access on Ambassador at IC ATL, and Platinum benefits do not apply at IC's.

The guest relations desk in the lobby would have taken care of it quickly for you. At least that was my experience when something was missing (or have the movie taken off your bill).

So no, not typical. Hope it didn't sour your stay too much. Did you ask about it at the hotel esp. at check-in? You can try writing them or Priority Club and seeing if they'll kick you some PC points.