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Nawmal, formerly known as Xtranormal, is a web and desktop do-it-yourself animation software. It is produced by Technologies Nawmal Inc., formerly Nawmal Ltd., a Canadian digital entertainment company based in Montreal, Canada. Nawmal turns words from a script into an animated movie using text-to-speech and animation technologies.[1]
 | |
| Company type | 3D animation website |
|---|---|
| Founded | April 2015 |
| Headquarters | Montreal, Quebec, Canada |
| Website | http://www.nawmal.com |
Nawmal's predecessor, Xtranormal, was launched after four years of software development.[2] It was established as a storyboarding tool for writers and film directors. The original intent was to allow users to create videos by choosing from a menu of pre-designed characters and sets, and scripting their own dialogue.[1][2][3][4]
Xtranormal's State platform allowed casual users to create their own animated videos, and could be downloaded for free and run offline. At some point, State was replaced with a newer version of the animation software called Xtranormal Desktop (or, XD). Like State, XD was free to download from the Xtranormal website, but is no longer available after Xtranormal's shutdown.[4] Xtranormal also released a web-based animation software tool called Movie Maker (alternately known as "Text-To-Movie"). Movie Maker offers users a more limited subset of functionality in exchange for the convenience of a web browser. Xtranormal videos could at one time be created through an interface directly on the YouTube website.[3]
In 2011, Xtranormal launched a subscription service called Xtranormal for Education. This program aimed to empower teachers and students by giving them a new way to express themselves in the classroom. Teachers could create and grade animation-based assignments directly from their web browsers. Xtranormal for Education was implemented in K–12, university and special needs classes all over the world.[citation needed]
In January 2013, Xtranormal's CEO at the time told Forbes magazine that Xtranormal had a viable web subscription model, including Tellagami app, but they believed that the real opportunity for growth was now in mobile.[5] On June 28, 2013, the company announced that they would be shutting down its online services including all current subscriptions, points plans and existing services as of July 31, 2013.[6] They encouraged users to use up existing points and to publish and download created movies before that date.[6]
Xtranormal's online services were taken down shortly after, with the content of their web site replaced by a holding page showing the company's logo, a set of media player control buttons, and the word "pause",[7] but in early October, the placeholder was gone, thus their site was shut down altogether.[citation needed] Its official YouTube, Facebook, and Twitter pages had also been deleted.[citation needed] The site was briefly home to a store called "The College Shop" in November 2013.[citation needed]
In July 2014, it was announced that the assets of Xtranormal had been acquired by Nawmal Ltd.[8] As of 2016, Xtranormal's new parent company, Nawmal Ltd. has split Xtranormal into 2 different animators named after the company itself, both just like Xtranormal, except one being for professional use and one being for education.[9]
As of 2020, Xtranormal had a new feature of Nawmal Ltd. but is introducing new VR, AR, advanced customization and more.[citation needed]
Some user-created videos reached more than a million views on YouTube.[1][3][10][11] According to NPR, Xtranormal's most successful videos featured a conversation between "a wise guy who is the voice of reason" and "a tone deaf, argumentative adversary".[12] A popular subgenre of content involved career professionals satirizing their workplaces[1][13] or students satirizing their college majors.[14]
In 2010, the short film Sleeping with Charlie Kaufman by director J Roland Kelly, animated entirely with Nawmal, premiered at the Little Rock Film Festival and was shown at The Rome International Film Festival in Rome, Georgia. Xtranormal videos once formed a recurring feature on the late night FNC talk show Red Eye w/ Greg Gutfeld, and were featured as part of a GEICO advertising campaign.[15] The Micros series of shorts about the world of online poker has been the most popular Xtranormal web-series on YouTube.[16] Some videos created on Nawmal have appeared on shows such as The Colbert Report, The Kroll Show and Howard 100.
A viral November 2010 cartoon by real estate manager Omid Malekan criticizing quantitative easing by the Federal Reserve was referenced by Federal Reserve Chairman Ben Bernanke in his memoir.[17][18]
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