Guests included actor-comedians Chris Rock and Ben Stiller — at Cannes to plug the latest installment of animated trilogy Madagascar — musicians Lyle Lovett and Sean "Diddy" Combs, Scottish actors Gerard Butler and Ewan McGregor, German actress Diane Kruger, and Jessica Chastain — starring in the John Hillcoat directed "Lawless," while also offering her voice to "Madagascar 3: Europe's Most Wanted."
"Why am I asking you here tonight? Why do I ask your attention at this late hour when you have other parties to go to?" asked Penn. "Because once upon a time I was ashamed of myself, more than I am today — as I think you should be."
When tickets to the Golden Globes weren't garnering a large enough bid, director Haggis tried to sweeten the deal by throwing in a date with Butler.
"Who's up for putting in some extra money just so I don't make a fool of myself up here? I'll pay you back, I promise," begged the Scottish actor, who was eventually let off the hook by a bidder who offered €100,000 for the tickets.
VIP tickets to a U2 concert and the autographed guitar from the U2 lead singer sold for €200,000.
AP's Nicole Evatt contributed to this report.