A projector includes a light source; a spatial light modulator; a signal processing unit that includes a tone map unit that performs a luminance gradation conversion of an input video data according to a tone map indicating a relationship of an output luminance with respect to an input luminance; a luminance acquiring unit that obtains a maximum luminance of a projection surface of the modulated light; and a control unit that controls an amount of light of the light source and sets the tone map. When the maximum luminance of the projection surface is equal to or greater than a first threshold value indicating a maximum luminance of the input video data, the control unit sets, to the tone map unit, a tone map in which a maximum value of the output luminance is set to be the first threshold value.