Apocalypse

No Deal

Interactive live horror entertainment

Season 7 · Ep 1 OtherAired 15 July 2009

Apocalypse is a interactive live horror entertainment that got its big break on Dragons’ Den in Season 7, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£200K
Asked for: 20%
Offered equity: £1M
Sought valuation

Founder Alan Mandel Butler stepped onto the carpet in Season 7, Episode 1 in the episode that aired 15 July 2009. Apocalypse, the interactive live horror entertainment, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £200,000 for 20% of the company, an implied valuation of £1M.

No deal. Every dragon declined, and Apocalypse walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 7 saw 72 pitches, and 15 of them closed a deal on air. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Apocalypse?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Apocalypse get a deal on Dragons’ Den?

No. Apocalypse pitched the dragons but left Season 7 without a deal.

What season of Dragons’ Den was Apocalypse on?

Apocalypse appeared in Season 7, Episode 1, which aired 15 July 2009.

How much was Apocalypse asking for on Dragons’ Den?

The founders asked for £200,000 for 20% of the company, a £1M valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.