Monokote is usually $4 to $5 bucks cheaper then Ultracote. My LHS has same price as Tower's everyday price on monokote. At $10.99 a roll for opaque monocote(Tower) that's pretty tough to beat for what you get in a film covering. I think Ultracote is up to about $14.99 a roll.
Monokote also seems to hold a shine forever compared to Ultracote, I've used both, and each has it's own good qualities, but monokote gets my vote for reasonable price.
When you have to buy several rolls that extra $4 to $5 a roll adds up fast. I'm getting 8 rolls for a project next week, and those 8 rolls at the cheaper price saves me about $32+tax. Now what will I get with that $32? Scale cockpit??hmm...I like that idea.