A projector calculates an input-output characteristic for converting a tone value of an input image so as to perform display in a given projectable luminance range in a display absolute luminance range of an input signal, in accordance with the brightness of the projection surface. An output signal is generated from the input signal and projected, based on the calculated input-output characteristic. With the disclosed projector, image data having an input luminance range that is different from the output luminance range can be appropriately displayed.