My ballpark figure was based on how much an agency would charge a client for the job. I'm sure if they go direct they could do much better as you say. Although full character modeling in something like maya would be a large job initially. I'd like to see the money spent up front so characters remain the same throughout marketing and into the future. Then the same models can be used through TV, web, print and feature films.
Totally agree though with people not understanding the industry and processes with marketing.
My ballpark figure was based on how much an agency would charge...
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