A video display system includes: a tone mapping processor that performs a tone mapping process of converting a luminance of a video by using conversion characteristics according to a maximum luminance of the video; and a display that displays the video that has undergone the tone mapping process. The tone mapping processor switches between a first tone mapping process of dynamically changing the conversion characteristics according to a time-dependent change in the maximum luminance of the video and a second tone mapping process that is performed using constant conversion characteristics irrespective of the time-dependent change in the maximum luminance of the video.