An image processing apparatus includes: a storage section to store a projection image to be used for projecting a video content on a screen; an imaging section to image an audience looking at the screen; a detecting section to detect a direction of the audience from an imaged image which is imaged by the imaging section; and a correcting section to correct the projection image, on the basis of the direction of the audience, so that a projected image of the video content is directed to the audience.