VMs are booted in a big data framework within the context of a cluster of computing and storage devices. The big data framework comprises a distributed, location aware file system and a cluster resource manager that assigns computing resources. VM images are stored as data in the distributed file system. Computing resources and hosts are allocated to specific VMs. The allocated hosts are within given levels of proximity to target data. VMs are booted and run on the hosts, and applications are run on the VMs, processing target data in the distributed file system. Prior to booting a given VM, a stored image can be converted between formats. This enables dynamically determining the VM format at boot time, based on what is supported by the hypervisor available on the target host.