I dont even know the name which I should google it, I tried genie effect, but it`s not actually a genie effect! If someone has an link how to do this in flex,flash, pixel bender, will help a lot as well, or just the name of the animation will help too.
On
You should be able to achieve this effect with the ft-Cubic Lens Distortion filter. Hat tip to Mark Ransom. Sorry I couldn't figure out how to reply to his post.
Not sure if it has a different name when it's animated, but what you show in the "before" picture is Pincushion Distortion.