Picture trasition effect

Can someone please tell me how can i make this picture
transition effect ...
http://www.saab.com/main/GLOBAL/en/model/93_S/index.shtml
- hit LINEAR, VECTOR or AERO to see the effect

Isn't it similar effect on
http://www.sony.com/pursuitofhappyness
(click on "enter the site")? It might have a *screen* blending mode
applied. Or, you could apply "advanced effect" to the image where
you add to all the R,G,B values. i.e. 100% Red +128, 100% Green
+128, 100% Blue +128.

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