There is normally a single figure that is Free for attendees, and not available otherwise.
all the other figures are normally sold in pairs for the individual characters, and a 3 pack that is a troop builder (the seeker mold this year)
If I recall correctly, the pairs were $80 or so and the 3 pack about $90 when I was there in 2011. on top of convention ticket/Primus pack and maybe getting a T-shirt, hat and print. all your travel costs, it makes for a very expensive weekend. but totally worth it.