This is what I've always told people about getting models out of Max...

Max has 2 somewhat dependable export formats...and they're not 3DS or OBJ.

The formats are ASE (Max Scene's in ASCII format) and WRL (VRML II)

ASE is a complete text description of everything in a Max scene...so complete, in fact, that ASE files are about 10 times the size of any ordinary 3D file. Format conversion programs such as Deep Exploration can read ASE format, and convert them into other formats such as 3DS, OBJ, LWO, or COB. (the files will be much smaller when converted) The exported geometry will be import correctly about 90% of the time, and the UV mapping about 75%. 

WRL will sometimes work when ASE will not, especially when there are problems with flipped geometry. However, materials don't always translate properly. WRL does have the advantage that it's read by more programs than ASE

Whatever you do, don't try using Max's 3DS export function. Quite frankly, it's junk. (weird, I know, since they're the one's who invented 3DS format)

I'd rather stay in my lane than lay in my stain!