Mega art dealer Larry Gagosian was almost tossed out of the swank film premiere of Carol, Cate Blanchett’s new film with Rooney Mara, at the Cannes Film Festival after showing up in casual threads—including sneakers.

“Larry missed the memo,” one eyewitness told the New York Post‘s Page Six, which first reported the news. He showed up “looking downtown cool in a tux paired with stylish sneakers, said a witness. He was then denied entry to the theater by the fusty French guards.” (See Death at Larry Gagosian’s Mansion Sparks Investigation and From Schnabel to Sashimi? Gagosian Opens Sushi Joint).

Gala premieres are apparently very firm about their black tie dress code and guards at the Palais Lumière have a reputation for turning away guests who fall short of their high standards, including several outraged women who dared to show up in flats as opposed to stilettos (see Celebrity Artist Sylvester Stallone Tames Massive Crowd at French Riviera Show Opening).

Upon being turned away, Gagosian then “frantically called” his film producer pal Harvey Weinstein for help, a source told the Post. After Weinstein weighed in, Gagosian got his way and was able to join the other A-listers enjoying the premiere of the much-buzzed about film. Carol is already being talked up as a potential subject of Oscar consideration and is said to be a leading contender for the Palme d’Or, the Cannes Film Festival’s top prize (see Ronald Perelman Lawsuit Against Larry Gagosian Dismissed and Fire At Larry Gagosian’s Hampton Estate).

Weinstein told the Post he has learned his lesson after past mishaps: “I used to wear a long tie [with a tux],” he said, “but I don’t anymore.”