The conversion will take only a few months according to Sony. Their own Digital Cinema Solutions and Services group will be working with Hollywood Theaters on integration, installation, maintenance and service of the new projectors. 

Clyde Cornell, CEO for Hollywood Video says that the projector upgrade isn’t the only thing coming from Sony.  “We are also excited to be a part of Sony's DCSS alternative content program and plan to fully exploit their broad range of media and entertainment divisions such as sports, music, and gaming to bring fresh, innovative entertainment options to the big screen and create new streams of ancillary revenues for Hollywood Theaters.”