Yes. You can multiply it by some function, like a Gaussian or quadratic or something. Use meshgrid() to create X and Y arrays,
[rows, columns, numberOfColorChannels] = size(originalImage);
[X, Y] = meshgrid(1:columns, 1:rows);
then calculate z = f(X, Y) according to some function, then
brightImage = originalImage .* z;
imshow(brightImage, []);