Why can't you post the photos? You said you own the copyright... Point being, if they are limiting what you can do with the photos they you need compensated for that. Generally for your own promotional displays you don't need a release, but for print ads, postcards you do. Not sure where the web really falls in there. For editorial use you don't need one, and I would think posting one here would be in that category. For print competitions it's best to have a release - in case you win.
If they want to use the images for prmoting the show or studio, press releases, posters, programs, that's one thing. If they want to sell the images (calendar, t-shirts, etc) then that's another.
As to what the 'value' is of this I have no idea. My suggestion is to charge market value...but what is that? Often it's a creative fee (hourly perhaps...$75-400/hr depending on your status and market) and then a per-image fee based on usage (type, distribution, length).
I've done something like this once and it was for a non-profit. I asked for credit where ever the images were used...I didn't get it. They also had their graphic artist workover the images for their program and made large (16x20) display prints as well (again, my name was nowhere to be seen). Just remember that once they get the images you really have no control over what they do with them. You can always sue, but the cost is rarely worth it.
So my suggestion is to sell them the images pretty much rights free for promotion, but not for sale (calendars, to parents, etc), for as long as they want. So what value do you place on the images? Sorry, I can't help you there.
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