I have been using max for years now but only for "hidden" applications as i found it hard to design GUI in max coming from flash and illustrator.
then i startet working with sprite sheets in unity and someone (cant remember who) told me that the picture control pictctrl worked the same way and i have recently used it in a application i made for a client.
i dont know if it can come in use for anyone but here is an example –
-- Pasted Max Patch, click to expand. --
Copy all of the following text. Then, in Max, select New From Clipboard.