A display apparatus is disclosed. The display apparatus includes a video reception unit to receive an input video, a flexible display module, and a controller to change luminance of the input video such that a luminance variation of an area of the input video corresponding to a first area of the display module is greater than that of an area of the input video corresponding to a second area of the display module and control a video, the luminance of which has been changed, to be displayed when the display module is curved. Consequently, a stereoscopic video with improved luminance is displayed on the display apparatus.