I recently watched a short documentary film by Les Black called
Werner Herzog Eats His Shoe in which the great German director does, in fact, eat his own shoe. It was due to him losing a bet with Errol Morris, a student of Herzog's - Herzog bet that Morris couldn't get his film made, and Morris succeeded. It wasn't so much a bet made out of spite, but because Herzog understands the difficulty for independent filmmakers to get funding and distribution for films they're so passionate about. As Werner Herzog is a man of his word, he actually eats his shoe on stage as a form of promotion for Errol Morris' film Gates Of Heaven. It brings in the crowd, and it's interesting to see how they prepare the boots with garlic, onions, spices and hot sauce.
What's really fascinating is the critical eye Herzog has for advertising. He despises it, he says it'll be the end of civilisation, and with his act of eating a boot, he performs something more meaningful than the thousands/millions of images conjured up by advertising. Eating the boot is a form of advertising for Morris' film, but it's a promotion filled with human adversity, loyalty and solidarity that makes it so darn engaging.
If you can watch this one anywhere, it's really only 20 minutes long, and it should be essential viewing for any Werner Herzog fans. :)