i'm putting this bike film together and there are few companies who are interested in advertising(inside the film and logo on box cover). I've never done anything like this, they want a price package. I'm not sure what to charge, what types of rates are out there?

Whatever the market will bear. You can only sell one cover spot, one first spot, etc. Set up an auction or make your best guess. It depends on quantities of DVD to be produced and seen how targeted the market is, the value to the advertising companies, etc. Someone who can sell ten humvees to your audience will pay more than someone who can sell 1000 bags of corn chips. And everything is a guess anyway.