Here's an example featuring Carole Lombard -- a portrait taken at Universal to promote "Love Before Breakfast" in the spring of 1936 (it was referenced in a caption under the picture). But this didn't come from Universal; according to Cliff Aliperti of http://www.things-and-other-stuff.com, it ran as a premium in newspapers such as Hearst's New York Mirror and a group from Atlantic City called the Emo Movie Club (half a century before "emo" became a term for a music subgenre).
This 8" x 10" was issued on linen-textured paper stock and apparently was part of a series. Among those honored were Ann Dvorak, Constance Bennett, Kay Francis and Ralph Bellamy:
Since the Mirror ran this collection, it made marketing sense to include a photo of its popular columnist Walter Winchell, who actually appeared in several movies:
The Lombard portrait can be bought for #12.79; if interested, go to http://www.ebay.com/itm/CAROLE-LOMBARD-Vintage-1936-R95-8x10-Linen-Textured-Premium-Photo-/200751908132?pt=LH_DefaultDomain_0&hash=item2ebdbf0524. For other photos Aliperti has available (there are 81 in all, including a few for recently deceased stars such as Thelma Todd and John Gilbert), visit http://stores.ebay.com/Collecting-Old-Magazines/_i.html?rt=nc&_nkw=R95&_sid=15227644&_trksid=p4634.c0.m14.l1513&_pgn=1.