A young French entrepreneur, Georges Méliés, attended the first showing and asked the Lumière brothers for a license to make films. The Lumière Brothers politely declined, telling him that the cinema was for scientific purposes and had no commercial value. Méliés persisted and established his own small studio in 1897 in Montreuil, just east of Paris. He became a producer, director, scenarist, set designer and actor, and made hundreds of short films, including the first science-fiction film, "A Trip to the Moon" ("Le Voyage dans la Lune"), in 1902. Another French cinema pioneer and producer Charles Pathé, also built a studio in Montreuil, then moved to the Rue des Vignerons in Vincennes, east of Paris. His chief rival in the early French film industry, Léon Gaumont, opened his first studio at about the same time at the Rue des Alouettes in the 19th arrondissement, near the Buttes-Chaumont. The "Belle Époque" in Paris was the golden age of the "Grand magasin", or department store. The first modern department store in the city, Le Bon Marché, was originally a small variety store with a staff of twelve when it was taken over by Aristide Boucicaut in 1852. Boucicaut expanded it, and by deft discount pricing, advertising, and innovative marketing (a mail order catalog, seasonal sales, fashion shows, gifts to customers, entertainment for children) turned it into a hugely successful enterprise with a staff of eleven hundred employees and income that increased from 5 million francs in 1860 to 20 million in 1870, then reached 72 million at the time of his death in 1877. He built an enormous new building near the site of the original shop on the Left Bank, with an iron structure designed with the help of the engineering firm of Gustave Eiffel. The success of Bon Marché inspired many competitors. The Grands Magasins du Louvre opened in 1855 with an income of 5 million francs that rose to 41 million by 1875 and 2400 employees in 1882. The Bazar de l'Hôtel de Ville (BHV) opened in 1857 and moved into a larger store in 1866. Printemps was founded in 1865 by a former department head of Bon Marché; La Samaritaine was opened in 1870; and La Ville de Saint-Denis, the first building in France to have an elevator, in 1869.