Funnyman Will Ferrell will go to great lengths to promote movies - he ate a raw reindeer eyeball as part of the press build up for his new film Land of the Lost.

The star agreed to spend two days with survival expert Bear Grylls in the frozen Swedish wilderness to promote his upcoming movie on the Brit's reality TV show Man vs. Wild.

Ferrell learned how to make snow shoes from twigs and light a signal fire - but he could have done without the culinary delights of the trip.

He tells Entertainment Weekly, "I did eat the cornea of a reindeer. Bear cut out this little gelatinous disc from the eyeball and was like, 'Here, try this!'

Ferrell admits the taste and texture was disgusting.

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