An image display system includes a screen capable of switching a state thereof between a scatter state in which the screen scatters light and a transmission state in which the screen transmits light by changing the magnitude of a voltage applied to the screen, a projector that projects video image light modulated in accordance with an image signal on the screen to display an image on the screen, and a controller that controls operation of driving the screen and the projector, wherein the controller instructs the projector to project the video image light on the screen that operates in the scatter state and instructs the screen to change the degree of light scattering in the scatter state in accordance with a luminance level of the image displayed on the screen.