Predetermined multimedia services are provided to a plurality of users through a IP Multimedia Subsystem (IMS). A request is received at a placement server of a multimedia service by at least one user, and the placement server retrieves on a presence server information about the at least one user. The placement server identifies application servers including a multimedia application capable of providing the requested multimedia service, and the placement server selects an application server that is located a minimum average distance from at least one user. In response to the minimum average distance being greater than a predetermined threshold, a local application server is selected with an average distance from the user that is less than the predetermined threshold. A virtual image of the multimedia application is created on the selected local application server, and a connection is established between the user and the selected local application server.