Here is Jean-Claude talking about it:
Interviewer: "That about covers most of the controversies about you -except for the one involving your Universal Soldier costar, Dolph Lundgren, who you apparently got into a pushing match with during a screening of The Player."
JCVD: "That was on purpose. Our movie wasn't ready, and they were going to show it at Cannes. So we had to do something to create some controversy. I came up with pushing each other on the red carpet, where we'd have all the cameras on us. He agreed, and it worked. He pushed me, I pushed him back, the bodyguards jumped in and stopped us. Then I walked on the carpet, and he stayed there like he was pissed. It was exciting, people wanted to see us fight in the movie. That movie made $100 million over the world. We used the media for that. It was my biggest movie up to Timecop and Street Fighter."
from: Above the Line: Conversations about the Movies
by Lawrence Grobel p 258