Without the season pass, these characters are purchasable individually for 100.000 Fight Money each, or 600 Zenny (which equals $/ 6). The first 200.000 Fight Money is easily earned in the first few hours of the game (by completing Story mode and leveling each character to 10). The downside to this is when purchased individually you will not receive the premium alternative costume for each of the characters (worth 400 Zenny each).
Once you reaped the first 200.000 Fight Money you will be able to earn more Fight Money by winning online matches (50 Fight Money each) or completing 'dailies' (which aren't implemented at this time yet).
When you purchase the season pass you get Alex, Guile, Balrog, Ibuki, Juri and Urien as soon as they are released. Characters will be unlocked one at a time in March, April, May, July, August and September of 2016. Meaning that seven months from now, you will receive the last of these six characters. This season pass offers these characters at a discount to people who are unable or unwilling to spend enough time playing the game to earn sufficient Fight Money